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Personalization Maturity, Level 1: User and Event Data

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Have you ever watched the unique CSI on TV? If you may have, you’re in all probability aware of the theme music, “Who Are You,” enjoying initially of each episode. In the present, the primary characters work across the clock with this query in thoughts, discovering and analyzing each piece of proof to assist carry justice to the victims on time.

Like these fictional characters, your responsibility as a marketer is to carry justice to your prospects by delivering the proper message to the proper folks on the proper time. To obtain that, you need to perceive who they’re, what they like and how they work together together with your model.

Without this foundational information, you miss out on alternatives to make significant connections and present your prospects with customized experiences all through their journey.

So whether or not you’re new to cross-channel personalization or just want a refresher on the basics, we’ve received the instruments that can assist you clear up your prospects’ issues.

The Three Levels of Personalization Maturity

At Iterable, we abide by the inspiration of personalization maturity, which is available in three ranges:

Personalization Maturity Levels

Level 1: Reactive personalization

Reactive personalization is derived from person attributes and occasion knowledge. It’s a one-to-many strategy and is relevant to giant viewers segments. These are the best ways to implement utilizing buyer attributes like first title, occasion milestones (e.g. birthdays), or system occasions like cart abandonment.

Level 2: Proactive personalization

Proactive personalization combines person and occasion knowledge with externally managed knowledge. It’s a one-to-some strategy and is relevant to smaller, focused segments. This incorporates buyer behaviors and third-party knowledge and is extra resemblant of individually focused messaging (e.g. geo-specific providers of non-public curiosity).

Level 3: Individualization

Individualization is shaped from dynamic relationships between person attributes and detailed product knowledge. It’s a one-to-one strategy that appeals particularly to every particular person. This takes into consideration varied profile, behavioral, lifecycle knowledge factors to create user-specific dynamic content material experiences which are distinctive to every person.

How to Level Up

At the start of your personalization journey, it’s all about establishing a relationship together with your prospects and constructing a powerful basis. In our first in-depth information to cross-channel personalization, we’ll cowl Level 1 extensively so you may be taught the ins-and-outs of person and occasion knowledge and apply these learnings to your advertising and marketing campaigns.

Take a sneak peek under, and obtain the complete information for a a lot deeper dive!

Personalization Maturity, Level 1: User and Event Data

User attributes and occasion knowledge are data that’s available on any email service supplier (ESP) or progress advertising and marketing platform. The former refers to non-public traits and demographic data, resembling an individual’s title, preferences and location. And the latter refers to your prospects’ interactions together with your model.

Iterable User Profile: Andrew Boni example

A typical person profile accommodates fundamental details about your buyer, resembling their title, email deal with, location and once they subscribed to your communications.

Together, they make a strong duo since they unlock alternatives for elevated engagement and increased ROI in your model.

And partially one among our three-part whitepaper collection, we’ll present you methods to apply person and occasion knowledge all through the 5 levels of marketing campaign constructing, which embody the next: 

  1. Audience identification
  2. Data integration
  3. Campaign composition
  4. Message personalization
  5. Performance optimization 

Of course, we’ll present loads of examples, so you may see how a few of the main client manufacturers are leveraging their prospects’ knowledge to ship customized experiences each step of the best way. 

For illustration, let’s check out this Alaska Airlines email marketing campaign.

Alaska Airlines COVID-19 email

Alaska Airlines retains vacationers knowledgeable with empathy on this email.

Last yr, COVID-19 devastated the hospitality and journey industries. The emergence of the coronavirus compelled tens of millions of vacationers to delay or cancel their plans till additional discover, and these with journey factors have been involved about whether or not they might redeem their credit towards future journey plans.

To reassure its prospects, Alaska Airlines launched a marketing campaign to announce an extension of expiration dates. More importantly, the message exuded compassion, flexibility and relevance—all of which assist drive buyer engagement and loyalty throughout worrying and unsure occasions.

This is only a preview. Download the information to see extra examples of how one can apply person profile and occasion knowledge to create customized cross-channel campaigns.

Adopt a Reactive Approach to Create Personalized Experiences

Don’t be fooled by the moniker: Reactive isn’t synonymous with a knee-jerk response to your prospects’ wants. Creating customized experiences requires an intensive understanding of your prospects and segmenting them based mostly on their actions and conduct together with your model.

In the video under, Iterable Solutions Consultant, Niki Simonutti, explains why person segmentation is an integral a part of your advertising and marketing technique. Using a hypothetical e-commerce model, Niki demonstrates methods to retrieve the proper knowledge to create related messages to the proper viewers.

Regardless of which lifecycle marketing campaign you’re launching, segmenting your customers not solely facilitates a connection, however it additionally lets you tailor messages that resonate together with your viewers, which in flip means increased ROI for your enterprise.

Download Guide: How to Personalize Cross-Channel Campaigns Using User and Event Data

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