Building and Executing a Home Page Personalization Strategy from A to Z
Nika Sheynberg — Refinitiv
Refinitiv is one of the world’s largest providers of financial market data and infrastructure, serving over 40,000 institutions in approximately 190 countries. They provide leading data and insights, trading platforms, and open data and technology platforms that connect a thriving global financial market community. For Refinitiv, personalization means helping visitors find what they need more quickly using implicit and explicit clues to create a holistic and efficient customer journey. As a digital marketing manager, Nika Sheynberg works to build out the overall optimization strategy through A/B testing and personalization. Partnering with publishing, UX, SEO, and content teams, Nika ensures that experiences align with brand and best practices and are consistent throughout the digital ecosystem.
Here's what you'll learn in this session:
- Which factors to consider when beginning to build out a strategy.
- What to do next when you have your strategy in place.
- Why personalization and optimization aren't mutually exclusive.
- How to take different approaches to different audiences within the same strategy and set of experiences.