Hyper-personalization at Scale – Relationship One

November 7, 2022November 8, 2022 Stan

According to Delloite, “Hyper-personalization is the most advanced way brands can tailor their marketing to individual customers. It’s done by creating custom and targeted experiences through the use of data, analytics, AI, and automation. Through hyper-personalization, companies can send highly contextualized communications to specific customers at the right place and time, and through the right channel.” Hyper-personalization takes standard personalization to the next level. As marketers, we tend to fall back on typical ways to customize our communications to customers. We harness readily available data to personalize emails, SMS, and direct messages. Using first name, company, and/or other contact data points within our marketing messages has become commonplace. However, consumers expect more personal outreach. Seeing their name in your marketing is only the beginning.

Consumers expect more from brands as we move into the on-demand age of machine learning and artificial intelligence. They will no longer tolerate mass communications irrelevant to their current needs. In a data-driven world, consumers expect and deserve more. Traditional segmentation strategies take personalization a bit further, but it’s still not enough. Marketer-driven communication that doesn’t utilize real-time behavioral data will no longer hit the mark. As AI and automation become more ingrained in the marketing space, hyper-personalization will become the next ante.

How Is It Used?

Hyper-personalization strategies can range from simple to complex. Quite frankly, you are hyper-personalizing anytime you use consumer behavior to target and/or personalize your marketing communications. For those using marketing automation today, you’re likely already doing some hyper-personalization. Perhaps you’re using online behavior or purchasing information to dynamically generate content blocks in your emails. That’s one way to connect more deeply with your customers and prospects.

As you get more advanced with your data collection and behavioral intelligence tools, you can utilize them more effectively and greatly enhance your outreach. Consider the following ways to make use of behavioral data:

Provide recommendations on your website based on viewing data, cart abandonment, favorites, or past purchases
Retarget marketing efforts based on consumer needs and interests in real-time
Plan re-engagement campaigns that target repeat visitors on your website
Target communications based on affinity models and predicted close rates
Create omnichannel marketing efforts that dynamically change based on real-time behavioral data
Personalize offers pushed to consumers based on geofencing
Customize website experiences that drive engagement and conversions
Design landing pages specifically for the end-consumer
Provide content recommendations based on next best action

How Can I Do It?

If you use a marketing automation tool, you’re already on your way. Platforms such as Eloqua allow you to track digital body language, so you can customize segmentation and dynamic content based on consumer behavior. When you’re ready to take your marketing into hyper-personalization, tools such as Oracle’s Infinity IQ, Marketo’s Web Personalization and Content AI, and Salesforce’s Interaction Studio will get you there.

Infinity IQ, specifically, listens continually for events you define based on customer behavior. These events include abandoning a cart or form, favoriting a product, reviewing a series of product cohorts, etc. When consumers take these actions, Infinity sends the proper behavioral data to your marketing automation platform for personalization, recommendations, and further targeting. As you advance in your data collection and marketing efforts, you can marry this behavioral data with purchase information to target even more.

With Infinity IQ, you can also offer recommendations and utilize predictions to hyper-personalize your customer’s website experience. Recommendations use machine learning to predict relevant content and products for your customers. The intent is to enhance engagement by offering information and offers that are most valuable. With Predictions, Infinity models the likelihood of a specific behavior. This can then be run against live data to predict the likelihood of an action being taken. You can use these actions to increase the chances of conversion through your marketing efforts.

Where Do I Start?

As always, start with what you own today. Review the consumer, behavioral, and purchase data available to you, and make sure it’s cleansed, updated, and fully integrated with your marketing technologies. Combine this information with a formalized assessment of your current marketing technologies and capabilities. From there, generate a requirement document highlighting your specific use cases for hyper-personalization, highlighting any gaps in data or technology. Depending on your needs and your current marketing automation tools, you may lean more heavily toward one tool or process over another. Like all things, personalization is a journey. Assess where you are today, and define steps to move toward hyper-personalization. You’ll need to align technologies, processes, and resources to support your endeavors.Relationship One is always here to support your behavioral intelligence and hyper-personalization needs. If we can help, contact us.

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