1:1 personalization isn’t just a lofty goal brands are considering attempting in the next few years. It’s here now, and consumers are starting to expect it as standard for their user experience. The biggest roadblock for marketers trying to deliver on those expectations? Sub-par tech inhibiting their customer-centric campaigns, which leads to comms that miss the mark. Check out some of the best #personalization #fail tweets of the last month:
1. Bring your data storage into the 21st century with NoSQL
NoSQL databases can better understand multiple data sources as compared outdated, sql databases. Conversely, traditional data storage makes it difficult for disparate data sources, such as your customer profile database and catalog database, to be understood holistically which leads to embarrassing fumbles like the one above. NoSQL databases can rationalize your siloed data in real time, which enables marketers to autonomously deliver relevant and accurate messaging to high-value customers.
2. Use AI that can target your biggest fans, not just Jane Doe
Don’t waste money going after shoppers who don’t want or need your products. Instead, utilize AI to forecast your most high-value customers and target these folks with personalized messaging that will keep them coming back for more.
3. Soulmates, not twins
Use up-to-date insights and browsing patterns to influence personalized product recommendations, instead of vague selections based off of demographic insights. You never know who’s browsing! Seek out a comprehensive marketing platform that has the power to analyze website data in real time. So, families using one device, or just complex users, can get suggestions that impress and convert.