“Personalization” is a buzz word, and it got that way because it’s important! We define personalization as the ability to use data and behavior to deliver a more engaging and discrete user experience. Said another way, treat people like individuals and not just as sessions tracked in Google Analytics.
Why is personalization important? Money. Delivering the right message, at the right time, to the right person will increase sales. It also makes advertising less annoying.
How do I practice personalization? If you made it to our recent meetup on the topic, where Colton Perry from Monetate discussed their “Path to Personalization” process, you have a good idea. If you missed that session, we summarize their roadmap here:
Testing: A/B testing, or the splitting of traffic between two versions of a web page to determine which performs better, is the place to start (most of you are doing this already). As your traffic increases, you’ll move into multivariate and multi-page tests. Note: You’ll need more than 10,000 sessions/month to arrive at statistical significance in a reasonable amount of time.
Targeting: You’ll want to combine testing with targeting. Target users with content from their search results, behavior gleaned from their browsing habits, and geolocation.
Segmentation: In this stage, you leverage third-party data as well as the data from the Targeting stage and begin to hone in on exactly who your customer is. Here, we’re adding in demographic, behavioral, and psychographic data. Your testing can now be far more reliable.
Synchronization: This step involves identifying users throughout their buyer’s journey (web, mobile, in-store, tablet), and delivering context-relevant experiences. For example, your customer views a pair of your sneakers on his desktop, you send him an email reminding him about the sneakers. Before opening that email, he buys those sneakers in your physical location. When he finally opens the email, the sneaker content is replaced with your dress shoe content.
Predictive: Now this is personalization nirvana! In this stage, you’ve tied all of the previous components together to create experiences that anticipate customer needs. For example, geolocation detects your customer is physically approaching your store, recent browsing history suggests the product they want next, and a beacon determines when to flash the product on the screen in the store’s entrance! With tools like Monetate, these “experiments” are starting to be generated automatically by the data…. predicting what your customers want next.
Few retailers are through the path to personalization, but the good ones are certainly on the path. If you need help finding your way, mediaspa is here to help!
Director, Client Success - mediaspa