67% of customers say it’s important for brands to automatically adjust content based on their current context. And that number seems to be growing year over year.
The trouble is that while we marketers see that number and know personalization is vital to our success, most of us aren’t quite nailing it yet. In fact, in one survey from 2018, 46% of marketers gave themselves a C when it came to personalization. Only 6% graded themselves an A.
This is why we recently re-launched our personalization guide—a robust guide designed to help you understand what personalization really is, why it matters, and, most importantly, how to get started—with both strategy and technology.
Inside, you’ll find a lot of information, including a breakdown of the questions to ask when evaluating Customer Data Platforms for their personalization capabilities. Here’s a peek at what we had to say on that topic:
How to evaluate CDPs for personalization
If personalization is the goal (and if you’re reading this, we’re guessing it is), you need a CDP with behavioral scoring, which allows you to identify and segment customers based on their behaviors.
Who’s interacting more with your brand over time? Who’s dropping off? How intense is a user’s connection with your brand? Have they interacted recently? How likely, based on past behavior, are they to keep interacting with your brand?
Behavioral scoring allows you to answer these questions on an individual user level, providing the foundation for both segmentation and 1:1 personalization.
What content on your site is each individual user most interested in? What are the trends in their content viewing?
If you know that Jessica always gravitates to dog training videos, you can point her toward more of them or, even better, start advertising your dog training services. If you know Jamal has recently started regularly reading articles on kitten care, you can predict that he’ll be interested in your kitten care guidebook.
Content affinity means tracking which content on your site customers interact with. It can help companies with a subscription model keep readers on the site longer (generating more ad revenue), and it can help companies with products and services market the right ones to the right people.
Just like Netflix knows your watching history, your content affinity engine can know your customers’ content histories.
So when you’re shopping for CDPs, ask about content affinity. Will you be able to customize for your readers based on the content you already know they love?
AI and machine learning
Without AI, personalization can only go so far.
Sure, you can use content affinity to point customers who view kitten videos toward more cat content on your site. Certainly, you can use behavioral scores to target customers likely to churn or your best, most loyal buyers.
But if you want to compete with the big names in personalization, you have to take it a step farther. Personalization needs to be 1:1. It needs to be automatic. And a team of 50 serving a customer base of millions can’t do true 1:1 without smart machines.
The good news is that data science, AI, and machine learning are up to the task. A CDP with machine-learning capabilities can use patterns in your data (patterns unlikely to be noticed by a human) to predict future behavior. And that same technology can customize for each individual user based on those predictions.
So when you’re shopping for a CDP with personalization in mind, AI and machine learning are foundational features to ask about.
Let’s get personal
Ready to get serious about personalization? Download our guide for more insights or schedule a demo today to see how Lytics behavioral scores, content affinity engine, and AI and machine learning capabilities can take your business to the next level.