Discover the different tools you can use to target and personalize the digital experience.
- So we've looked at testing out different digital content,…showing different people different things,…and then seeing which variations get the best responses.…We even talked about integrating with other tracking tools…to see if different user segments…respond differently to different elements.…And that leads us, pretty naturally,…into the concept of personalization.…Digital marketers are forever after…the holy grail of mass customization,…because we know that people are different.…What works to attract or retain one customer may not work…for another, but with finite time and resources, it's…really hard to provide a custom experience for everyone,…and that's where personalization tools can help.…
Think of it as a big test where different people are seeing…different things, only in this case, we're actually…controlling what behaviors, actions,…and attributes determine who sees what.…Let's take an example of, say a national legal firm…that has a website to attract new clients.…Depending on different state laws and circumstances,…
Author
Released
5/31/2016NOTE: While specific software and platforms aren't endorsed, you will see how tools like a customer relationship management system and web analytics work in a successful marketing mix.
- Explain the purpose of web analytics platforms.
- Define display advertising.
- Recall an example of RACI.
- Identify what types of data can be found in the experiences layer.
- List four examples of platforms that connect your social media accounts and consolidate management of social activities.
- Name two characteristics and benefits of digital advertising.
- Explore the benefits of predictive modeling.
Skill Level Intermediate
Duration
Views
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Introduction
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Welcome1m 23s
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1. Understanding the Components of Digital Marketing
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2. Reaching Customers with the Digital Advertising Layer
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Leveraging social media4m 46s
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3. Providing the Digital Experience
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Going mobile5m 11s
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4. Measuring the Digital Landscape in the Clickstream Layer
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5. Leveraging the Back-Office Layer
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6. Communicating and Optimizing in the Analysis Layer
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Conclusion
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Video: Targeting and personalizing the digital experience