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Australia Post

“How do we know if algorithmic personalisation is worth the effort?”

Algorithmic Personalisation

The Background

Most personalisation technologies are rules-based which makes governing the digital experience difficult and limits the depth that we can personalise.

Australia Post wanted to explore the possibilities of automating personalisation.  We created a test using advanced machine learning algorithms to create a personalised experience to answer the question- is automation worth it?

The Work

We launched an automated personalisation test within Adobe Marketing Cloud using an algorithm (random forest) to determine the best content to show a visitor based on their behavior:

  • Test used no manual targeting rules – the algorithm personalised the content to each visitor as it learnt more about them
  • To determine effectiveness of the personalisation, a 10% control group were excluded from the campaign, and only saw the ‘hardcoded’ homepage (regardless of what they did on the site)
  • Test ran for a 2 week period

The Results

The test resulted in a 35% uplift in conversions for the variation

We’re now helping Australia Post make use of Adobe Audience Manager to use audience segments to scale-up automated personalisation efforts.

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We can work onsite or remotely with you and your team to provide capacity uplift or ongoing support as you need.

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Martech Talks: The Four Stages Of Attribution Excellence

This webinar was recorded in April 2024.

Download the full 2024 Digital Experience Benchmarks report from Contentsquare.

Note that the information contained in this presentation should not be taken as legal advice. Digital Balance and its partners recommend that you undertake your own legal investigation.

Martech Talks: The Four Stages Of Attribution Excellence

This webinar was recorded in October 2023.

Note that the information contained in this presentation should not be taken as legal advice. Digital Balance and its partners recommend that you undertake your own legal investigation.

Martech Talks: Privacy and Data Governance

This webinar was recorded in August 2023.

Note that the information contained in this presentation should not be taken as legal advice. Digital Balance and its partners recommend that you undertake your own legal investigation.

Martech Talks: Privacy Changes and Data Security

This webinar was recorded in July 2023.

 

Note that the information contained in this presentation should not be taken as legal advice. Digital Balance and its partners recommend that you undertake your own legal investigation.