From the course: Marketing Foundations: Personalization
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Using deductive personalization data
From the course: Marketing Foundations: Personalization
Using deductive personalization data
- Let's look at how to gain personalization insights and hypotheses using deductive research. Deductive insights come from testing whether known general personalization or persuasion approaches can apply to your situation. This is a top-down approach to testing personalization approaches. I'll show you an example. In an e-commerce store, we've all seen the product detail pages that have cross-sell sections. They may have headers like "You might also like" or "Other shoppers who viewed this item bought" or "Other popular items in this category." Another example is the upsell area within the shopping cart, or a service add-on for a B2B product sale. Another example are proprietary personalization algorithms that may be built into your personalization platform. Many tool vendors promise amazing results with their black-box methodology. They may be based on sound research and experiments, but do they work in your environment. You know what I'm going to say next, right? You should test…
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