From the course: Marketing Foundations: Personalization

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Using inductive personalization data

Using inductive personalization data

From the course: Marketing Foundations: Personalization

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Using inductive personalization data

- You can use inductive analysis to gain personalization insights from your data. Inductive investigation asks, how I can interpret the specific behaviors I'm seeing or how can I induce general personalization approaches from individual patterns? So, I'm actually observing behaviors within my data and trying to relate them to potential general theories that could give me more robust understanding of my customers overall. This is a bottom up approach versus a top down approach that's deductive. Here's an example. This is a landing page for International Rescue Committee, a well-known nonprofit that does international disaster relief work. Their goal was to maximize their donations from this page for all types of incoming traffic sources. So, we need to optimize, in a short window of time, their donation value and revenue from this marketing experience. We had to create dramatic new approaches to get results quickly in a limited timeframe. We analyzed the page first using the LIFT…

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