The benefits of personalization are no mystery. Companies that manage to execute personalization well, in tandem with a solid martech stack, provide engaging and relevant content that keeps customers coming back for more. But what happens when marketers don’t have a solid martech stack? What happens when data remains siloed and teams end up executing against outdated or incorrect insights?
Check out a few examples of #personalization #fails and some tips on how to avoid them.
1. Use a solution that understands your catalog, and when 1 really is enough
Sometimes a helpful nudge towards products can be a time-saver for busy browsers, but there’s an art to good recommendations. It’s key to find a platform that’s able to digest a wide array of catalog data — not just a SKU number. This will allow it to understand the difference between occasional purchases and everyday needs.
2. Understand triggered events in real time against transactional data
The data customers leave behind is invaluable. It can power everything from recommendations to upsell, but only if it can be understood against transactional data. If your data systems are disparate, you run the risk of making embarrassing suggestions like the ones above. Traditional systems can struggle to keep up with real-time activities across siloed data sources, but computing for the 21st century is here: check out our guide to the CDAP, and how it’s revolutionizing the way marketers utilize their data.
3. Personalize to unique browsing patterns, not what’s hot
Today’s city-dwelling consumer is overwhelmed by upwards of 5,000 ads per day, making batch-and-blast marketing a thing of the past. Segmentation based on continually updated data left behind during browsing sessions, rather than stagnant information like age, gender, and location, presents an exciting opportunity for marketers. With this information readily at hand, segmentation can be as granular as one-to-one, and your customers can be continually delighted with timely and relevant content based on their unique needs and affinities.