Author Chris Goward shows how to prioritize your personalization opportunities and projects using the PIE Framework, then prioritize based on potential, importance, and ease.
- Especially with personalization,…it's important to prioritize your effort…because the program can have very high maintenance cost.…Once you implement it,…you have to maintain all of those personalized messages.…When you multiply all the various personalization areas,…the complexity can grow very quickly.…That's why the first step in the process…is a method for prioritization,…which I call the PIE framework.…I developed the PIE framework…quite a few years ago at WiderFunnel,…to answer the question…what should we prioritize and test next…when optimizing websites?…Using it has helped us get the best return on our effort…for our clients at every point in time.…
Now PIE is based on three factors,…potential, importance, and ease.…Potential ranks how much improvement…in the user's experience is possible.…Importance looks at how much impact to the organization…this idea could represent.…And ease takes into consideration…how much difficulty we could run into…in implementing the opportunity.…Using these three factors,…you can rank all of your personalization ideas…
Chris Goward has helped lead conversion optimization and personalization strategies for companies like IBM, Google, and HP. Join him in this course to learn the principles of marketing personalization, and strategies to put personalization to work in your campaigns. Chris reviews the different personalization platforms, and explains how to integrate them into your existing toolset. He helps you sort through data and find new opportunities, and prioritize your projects using the PIE framework.
- Why is personalization important?
- When to use personalization
- Integrating personalization platforms
- Personalizing existing targets
- Finding new opportunities
- Using personalization data
- Validating with A/B testing for growth and insights