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How to build highly personalized customer experiences in 5 steps

Big data can deliver highly personalized online experiences because it helps brand owners understand their customers, their interests, their purchasing habits and what drives them.

CONSUMERS ARE CHANGING

Consumers are less loyal and more demanding than ever before.

And although they spend more and more time online, it’s harder to get their attention. Research commissioned by Microsoft has found that the average human attention span had fallen from 12 seconds in 2000 to eight seconds in 2016 – that’s less than a goldfish.

19%

10s

And even if you do attract them to your website, 19% of online viewers defect in the first ten seconds.

So what do consumers want? They want an immediate, straightforward and personalized online experience on their PCs, mobiles and tablets or they will simply go elsewhere.

How do you give them what they want?

MAKING DATA WORK FOR YOUR BUSINESS

Personalization is all about engaging and surprising customers with highly relevant content.

But to know what consumers want, you have to know who they are, what they are interested in, where and when they want it and anticipate what they will want next.

1 STEP

It’s not about simply gathering big data but managing, analyzing and acting on it in real-time. Technology embedded

in your website or app can help you really understand customer behavior and their individual content preferences.

INCREASING USER ENGAGEMENT

When you understand what individuals want, you can personalize content to suit their tastes. If they are interested in football or politics, give them more of what they want – and less of what they don’t.

2 STEP

66-82%

The Winnipeg Free Press in Canada is using personalization to attract and retain readers. Users now

stay 60% longer on the site and the homepage click through rate rose from 66% to 82% in a week.

Personalization isn’t necessarily about creating new content. It’s about making what you already have work harder.

In the publishing industry for example, there is a lot of valuable content in archives that be repurposed.

USE REAL TIME DATA TO OPTIMIZE THE EXPERIENCE

By analyzing data in real-time, you can get immediate insights into how users engage with the site and mobile apps.

Context is vital. Technology embedded in the site can let you know if users are accessing your site on a mobile or at their desk – if they are on a mobile they are likely to want shorter, stripped back content and videos.

3 STEP

And real-time data can help you understand what works – and what doesn’t. It enables you to test new things, measure their

effectiveness and improve your site’s performance to turn fly-by visitors into loyal users.

MAKING THE MOST OF PERSONALIZATION

Users find personalized content more compelling. Research from Deloitte suggests that one in five consumers who expressed an interest in personalized services are willing to pay a 20% premium for it.

4 STEP

If content is personalized and relevant, then consumers can be encouraged to take a deeper dive into your content through

recommendations, newsletters and apps.

Returning users can be targeted with individual promotions or subscription conversions.

5 STEP

BUILDING BRAND AWARENESS AND ADVOCACY

By personalizing content and doing a much better job of recommending relevant material than social media, brands can regain their status as a trusted partner for knowledge.

Loyal, satisfied customers tell their friends and become advocates for your brand.

As consumers spend more time on personalized content, it leads to bigger and better advertising inventory. Knowing who your users are means you are more likely to gain a larger share of

internet ad revenue.

User tracking. Brands should do this on a massive scale, in real-time, across multiple

devices.

Data capture. Capture data from existing properties such as web, apps, and business data. Add social and third party data sources and build semantic

content profiles.

User profiling. Rich user profiles, created in real-time,

show context, interests, and user intent.

Audience segmentation. Combine any user profile attributes with solutions to aggregate data, track

performance, and optimize personalization.

Engage and monetize. Personalized, engaging

experiences across channels and devices to convert

your users.

PERSONALIZATION “HOW-TO” TAKEAWAYS:

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How to create compelling online customer experiences with personalizationA step-by-step guide to increasing customer acquisition, retention, and advocacy

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Personalization is based on the effective collection and analysis of big data to help companies understand what individual consumers want, when and where.

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