Author Chris Goward demonstrates how to use deductive research, such as persuasion principles and cognitive biases, that may apply and test whether it works in each situation.
- 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 that. (laughs)…Make sure you can isolate a control group…
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