User insight can show the right content, at the right time, in the right place
Brands must think like publishers and use data to show users the most relevant content – and convert them
Show the most valued paid content for each visitor individually
Give your online readers what they want, and they will return to your site more often, be more engaged with your content and convert. A lot of valuable content sits in archives no one will see without personalization.
There’s a lot of value in surfacing under utilized content sitting in repositories to users who do see value in it. Personalized content recommendations for each individual site visitor, whether they are known or anonymous, brings the most engaging content forward, increasing page views, and conversions.
Drive acquisition, retention, and advocacy
When you know what your users want, you can engage them with relevant content. When users visit your page for the first time, you will know little about them so it’s vital to start using the data you have such as location, referral and device type right away.
The more data you collect through the user exploring more parts of the site, the better the personalization can become.
Personalize offers to drive subscriptions
In the DMP you can define behavioural attributes such as visitation frequencies, consumption patterns, keyword search, and device parameters so you know what segment that user belongs to, right here, right now. It’s the fine art and craft of using a data management platform to tailor your subscription offers to users in real-time.
The Power of the DMP
When you’re online, there’s a complexity to how users interact with you – and you need technology to solve that complexity. The power of the DMP is the ability to profile the data about the interaction points you have with a user, whether on a mobile or desktop, and aggregate that into a central capability you can use for analysis, personalization, or for targeted promotions and advertising.
A DMP can help brands truly understand the individual user
To get to know what users want, brands need to harness the power of data and use a DMP to collect, segment, and activate it to drive conversions
Identify high value audiences and turn anonymous visitors into customers
Businesses need to gather and syndicate data in real-time across all of their systems, from CRM to email marketing and web analytics, and to make this data work for their conversion optimization. By adding semantic analysis and fully open content taxonomies to your data classification, you can capture a much richer level of engagement insight from your audiences.
Put the data to work
A DMP is about being able to put together insight into a centralised data layer of all the different data sets about the user you have. A DMP structures these data sets and allows you to create segments so you have the power to choose what kind of buckets of like-minded users you want to target and to activate those segments to drive conversions.
Identify valuable users in the conversion funnel
To deliver a personalized experience, you need a deep understanding of your individual users. Brands must gather data in real-time, from a variety of sources such as websites, mobile apps, CRM, ERP, and CMS.
A semantic analysis of content allows you to analyze and understand the meaning of the content your users are engaging with – and from that you can start to deliver what they want.
“The Cxense solution offers many possibilities as we aim to provide the best customer experience in print and digital. We will use these solutions effectively to achieve our ‘customer-first’ approach.”
Shigetaka Yamanaka, General Manager Digital Development Department, Hearst Fujingaho