From the course: Marketing Foundations: Personalization
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Determining when to use personalization
From the course: Marketing Foundations: Personalization
Determining when to use personalization
- Let's look at an example of personalization in action. One of WiderFunnel's clients is DMV.org. Now let's say you need to renew your license in California. You need to find out information about how to do that. You search for renew license California, and see one of the paid or unpaid listings for DMV.org, and when you click on their ad, you end up on this content page that tells you everything you need to know about renewing your license. You also get this banner interrupting the experience, and that's actually where DMV.org makes their revenue. They have an affiliate revenue model where they sell leads for car insurance to car insurance providers. If you click on that insurance banner, you go to a listing page with all the insurance providers, then onto the quote form to get an insurance quote. So DMV.org gets paid a referral fee from the insurance companies for sending you to them as a lead. WiderFunnel had been A/B testing these banners for a couple years at this point, and it…
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