When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization.
Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence and machine learning solve all our problems. All you have to do is buy a new piece of software, turn it on, and…BOOM: 1:1 personalization.
As a data scientist, I’ll let you in on a little secret: that software only provides the technological capability for personalization. Even further, the algorithms found within these tools simply assign a probability to each potential experience that maximizes the desired outcome, given the data they have access to. Suffice to say, they’re not as intelligent as you are led to believe.
If you caught our first post in this series, you already know that we define personalization a bit more broadly, as any differentiated experience that is delivered to a user based on known data about that user. This means personalization exists on a spectrum: it can be one-to-many, one-to-few, or one-to-one.
And while there are many tools that enable you to do personalization from a technical standpoint, they don’t solve for one of the main sources of anxiety around personalization: strategy
Most personalization campaigns fail because of a lack of a strategy that defines who, where and how to personalize. So I’ve put together a free downloadable guide to help you do just that. This seven-page guide is packed full of guidelines, templates and best practices to strategize and launch a successful personalization campaign, including:
- Major considerations and things to keep in mind when developing your personalization strategy.
- More than 30 data-driven questions about your customers to identify campaign opportunities.
- A template for organizing and planning your personalization campaigns.
- Guidelines for determining whether to deliver your campaigns via rule-based targeting or algorithmic targeting.