Be more than just another marketer. Get to know your customer on a 1:1 level with a data management platform.

06 Jun 2017 | By Tobias Arns

Personalizing the CX isn’t just guesswork. Personalization takes data about the user and analyzes it to paint a picture of customers’ likes and attitudes. This sketch is then used to offer them the content, promotions, advertising and product recommendations most relevant to them.

Audience data segmentation will maximize the potential of personalization

A tracking script on your brand’s web pages and mobile apps will gather information about users in real-time and store it in a data management platform. This data helps build rich user profiles that tell you about the user’s digital journey across different devices and channels.

  • What are their long term and short term interests?
  • What time of day do they visit the website and what device are they using?
  • What type of content are they consuming, where are they clicking to next?

A personalization engine will also record contextual information, such as the user’s device, operating system and geographical location. Your personalization partner will carry out a semantic analysis of the content customers view to show what kinds of campaigns and content they are interested in. A marketer with this depth of information is well-placed to create an experience that responds to the individual needs of each customer.


Be more than a marketer! Get to know your customer on a 1:1 level

The effectiveness of personalization can be boosted by combining a variety of technologies, such as using a personalization engine and a data management platform. Other areas driving personalization include predictive analytics, optimization tools, web content management systems and advertising technology.

The big surprise is how quickly personalization works in boosting conversions. Done well, it makes life simpler and more enjoyable for online visitors. And it makes marketing more profitable and rewarding for brands.


A data management platform is key to successful personalization

Marketers need to take customers on a personalized journey. Customer data points are exploding and there are a number of ways to take advantage.

Marketers should make use of the following information:

  • Behavioral data about the websites customers have visited and the actions they have taken.
  • Personal data about age group, gender and whether they have children or are married.
  • Transactional about their social media interactions and purchase history.

Gradually a profile is built up of each customer. The profile and data can be matched to find the most appropriate piece of content, product, video, promotion or ad to offer to that customer, based on their preferences and where they are in the customer journey.

Where once marketers relied on third-party data bought in from outside providers to build a user profile, there is now an increasing reliance on first party data. First-party data can be gleaned from a company’s offline customer relationship marketing database as well as from their interactions on the brand’s website and app.

When this data is fused together, customer profiles achieve a breadth and depth that is truly actionable for today’s marketers.