Author Chris Goward shows how to start your personalization program with what you already know and have available. He shows how to identify your existing data to find quick wins.
- Once you have your personalization foundation in place,…you can start to identify opportunities and insights…for personalization.…The first place to look for personalization insights…is in your existing organizational knowledge.…That includes what your business already knows,…or thinks it knows, about your shopper,…and how you can identify them in your data.…That's a great place to start…to find your personalization hypotheses.…I call them hypotheses intentionally.…These insights are going to be tested and validated.…On the one side, identify who you're talking to…and what they're interested in.…
This includes your existing personas,…varying product interests, different stages…in the buyer journey, seasonality perhaps.…Also, different segments within the buying set,…like influencers and decision-makers.…Then you want to say, "okay, these are the groups of people…"we believe we can personalize into,…"but how do we identify them?"…Because some of them will be easier to identify…and target than others.…You might have search terms that show product interest…
Chris Goward has helped lead conversion optimization and personalization strategies for companies like IBM, Google, and HP. Join him in this course to learn the principles of marketing personalization, and strategies to put personalization to work in your campaigns. Chris reviews the different personalization platforms, and explains how to integrate them into your existing toolset. He helps you sort through data and find new opportunities, and prioritize your projects using the PIE framework.
- Why is personalization important?
- When to use personalization
- Integrating personalization platforms
- Personalizing existing targets
- Finding new opportunities
- Using personalization data
- Validating with A/B testing for growth and insights