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Relevant customer insights and personalization with a CDP
In the rapidly changing world of online marketing, understanding your customers and providing personalized experiences is crucial. Hyperpersonalization is the norm. Hyperpersonalization is personalized content curated for the individual user. Using a tool, customer behavior is predicted. We do this based on available customer data and a customer profile. With this data, we can apply different strategies to offer the customer the right information at an appropriate time. This increases the chance of conversion.
Hyperpersonalization can be deployed on the website. For example, by showing the correct clothing size based on previous orders. But also by sending a congratulations e-mail on the birthday of a customer.
The difference between online personalization and hyperpersonalization is the predictive ability. Using the right tooling, we can predict online behavior. By building data, we learn about customer needs. The most important part is activating this data.
Smart Personalization: how to do it
How do you deploy personalization?
Showing the right content at the right time to your customers requires a number of steps.
- Customer journey elaboration: identify your customer’s online behavior. These insights make it easier to choose the right channel to apply personalization to. This ultimately increases the effectiveness of personalization.
- Collect data: this is an absolute must. Do this in a way that is AVG-proof. For example, for an e-commerce shop, it is important to keep track of which products a customer has repeatedly viewed or purchased. This allows you to establish intervals, when a customer will need the same product again.
- Analyze data: to predict a customer’s behavior, it is necessary to look at the right data and draw conclusions.
- Channel selection: you can target your audience through different channels. Think email, social media or your website. You are not tied to one sales channel.
Offering content: after the data is analyzed, you can determine what content to show and when. - Tooling: with the right tool, it becomes a lot easier to properly set up the above steps. There is a large selection of CDP tooling available, such as Squeezely, Datatrics and Bloomreach.
Who’s next?
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