Gather deep user insights in real-time, across multiple devices, and act on it
In a world where the number of devices continues to multiply, it’s more important than ever for publishers to have a holistic view of the individual reader and how they behave when consuming content
Profile the users
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.
Know what your users want
To deliver a personalized experience, you need a deep understanding of your users. Publishers 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.
Engage the users
Now 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. It’s vital to start using the data you have such as location, referral, device type right away.
Combining this insight with knowledge about what similar users are engaging with means you can personalize the experience from the get-go.
Vigleik Takle, COO, Cxense
It’s a clear trend that we as consumers are increasingly expecting a personalized experience. We are used to this from websites like Facebook, Netflix, and Amazon. Imagine a Facebook feed that is not personalized – you wouldn’t spend any time on it, would you?
Give people what they want and watch engagement grow
Deliver a personalized experience with relevant content recommendations to increase engagement and digital revenue
Automate content curation and optimization
Personalization is not about recommending a certain article in a certain box, but an overarching strategy. How do we get our readers to engage more on our sites, how do we get them to consume content for longer, and how do we get them to pay for content and become loyal?
Automation and optimization is crucial so that the content is the right type, in the right place, and at the right time. Automated content analysis and deep user profiling enables the most relevant content recommendations that will increase engagement, retention, and conversions.
Convert the user with targeted offerings
The goal? Turn fly-by users into casuals, and casuals into loyals. Deep insight into the user and their behaviour, such as how and when they like to be communicated with, enables you to tailor the conversion funnel.
With deep insight, you can target campaigns, newsletters, subscription offers and more to the user at the time they’re most likely to convert.
Build customer loyalty and advocacy
This is just as important as turning those fly-by users into loyal subscribers. How do you get your subscribers to shout your name from the rooftops when they’re faced with infinite choices on the internet? Having those advocates is key.
With a deep understanding of your audience, the better the personalization experience becomes.
“Average time spent on the site went from 282 seconds in September 2014 before we introduced personalization to 632 seconds in September 2015 after the new system was implemented.”
Christian Panson, VP Digital, Winnipeg Free Press