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Personalization Maturity, Level 2: Data Feeds

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Your personalization journey begins with you tapping into your prospects’ consumer and occasion knowledge. Based on this info, you’ll be able to unlock alternatives to create customized experiences that resonate together with your prospects, whether or not it’s sending a heat welcome message after downloading an app or reassuring them about their journey factors within the wake of COVID-19.

But suppose you need to improve your advertising and marketing messages with much more strong, dynamic personalization. In that case, that you must look exterior of your email service supplier (ESP) as a result of relying solely in your prospects’ profile and occasion knowledge is like consuming the identical meal daily. Eventually, you’re going to want different choices for nourishment.

Lucky for you, we’ve acquired the ingredient that may assist drive additional engagement and enhance your ROI (selection is the spice of a marketer’s life, in any case).

With that, let’s get began!

Recap: The Three Levels of Personalization 

Remember the personalization maturity mannequin? If not, familiarize your self with the three ranges under.

Personalization Maturity Levels

Level 1: Reactive personalization

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

Level 2: Proactive personalization

Proactive personalization combines consumer 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 fashioned from dynamic relationships between consumer attributes and detailed product knowledge. It’s a one-to-one strategy that appeals particularly to every particular person. This takes into consideration numerous profile, behavioral, lifecycle knowledge factors to create user-specific dynamic content material experiences which can be distinctive to every consumer.

How to Level Up

In the primary installment of our three-part whitepaper sequence, we clarify that Level 1 is essentially the most easy and the best kind of personalization to implement, however as we talked about earlier, it’s not sufficient to get you to the center of what your prospects need, simply primarily based on consumer profile knowledge. 

On the opposite hand, Level 2 prevents you from plateauing because it lets you gas your campaigns with extra attention-grabbing content material your viewers will love. In this case, knowledge feeds could make this occur for you.

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

Personalization Maturity, Level 2: Data Feeds

Data feeds are externally managed info that exists exterior of your ESP and are up to date often (i.e. RSS feeds for blogs and podcasts). When used together with consumer profile knowledge, they ship real-time content material to your audience, due to this fact enhancing the relevance of your campaigns.

With knowledge feeds, you’ll be able to retrieve info (by way of JSON, XML, RSS, and Atom net providers) from nearly any respected supply, so the sky’s the restrict when it comes to what sort of info you need to combine into your marketing campaign for optimum customizability.

Product recommendations powered by data feeds

Data feeds can be utilized to generate customized product suggestions, akin to these things for cats.

 In this Level 2 information, you’ll see how knowledge feeds manifest within the following methods: 

  • Active provides
  • Recommendations
  • Tickers and APIs
  • Blog and information content material

For occasion, check out this Uniqlo email marketing campaign.

We’ve all been there. We select our outfits primarily based on the climate forecast, solely to find that Mother Nature modified her thoughts on the final minute. Naturally, the unpredictability in climate makes it difficult to resolve what to put on and when to put on it. 

Understanding Mother Nature’s fickle disposition, Uniqlo integrated a climate API into this marketing campaign to show a 7-day forecast primarily based on the client’s location. In flip, this propagated seasonally-appropriate choices for women and men so they might step out in type with out being caught off guard. 

Thanks to some of these knowledge feeds, you’ll be able to create dynamic personalization in real-time at scale and assist your prospects climate the storm with ease. 

Want to see what different examples are within the forecast? Then obtain Part 2 of our cross-channel personalization sequence.

Stay Proactive to Deepen Personalized Experiences For Customers 

It’s one factor to determine a connection together with your prospects. It’s one other factor to keep up the relationships you’ve labored laborious to construct. The fact is, you’re not the one model vying to your viewers’s consideration, and your prospects’ allegiances lie with whichever model serves their wants essentially the most. 

Given this, it’s extra essential than ever to step up your sport and constantly present extremely tailor-made messages that not solely fulfill their wants, but in addition mirror your dedication to assist them all through their journey. 

So don’t wait. Download the information to see how one can boost your advertising and marketing campaigns with knowledge feeds!

Download Guide: How to Personalize Cross-Channel Campaigns Using Data Feeds

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