Personalization is one of those vexing goals for marketers who are being bombarded with statistics about major CMO objectives for 2016 and the latest customer expectations on digital channels.
Achieving personalization seems like a huge undertaking; however, once you get out of the high-level cloud of information, there are some manageable things to know that can get you moving. One tactic that can be quickly employed is the use of personalization criteria to begin to customize user experience!
What Are Personalization Criteria?
Personalization criteria are custom attributes that can be used to store visitor data unique to your website based on visitor behavior as well as data that’s available to Oracle Maxymiser on a page.
There are 3 main uses for the personalization criteria that you build:
Now let’s see these use cases in action!
Reporting on Personalization Criteria Values
A great deal of the personalization criteria we build is intended to help us dig deeper into data when reporting. Companies will often pay close attention to certain groups of visitors (e.g., return visitors or loyalty club members) and it makes sense to do this when testing, as well.
A very common example that transcends verticals is whether or not a visitor is an account holder on your site. The best experience (your “one-size-fits-all” experience) may not be what is best for visitors that have accounts with you. As customer acquisition is both more expensive and offers less value than customer loyalty, finding these trends and keeping your return customers happy is a good focus. When you seek out trends like these you have the option of setting up segment rules to target visitors.
Targeting Visitors With Relevant Content
Using personalization criteria to target content can either be part of a testing strategy, or it can be the result of a test that illuminates higher conversion from certain groups when they are served a specific set of content. Since we’ve already discussed reporting, let’s focus now on targeting as part of the initial test strategy.
One example we often see involves ‘Traffic Source’ personalization criteria, and the use case of showing different messaging based on where your visitors came from. If prospects came from Facebook, a message urging them to ‘Like’ your brand on Facebook would be shown. If they came from Pinterest, a message urging them to ‘Pin It’ would be shown. As many variants as there are traffic sources could be set up! You can even set up multiple variants for each Traffic Source and run tests within segments.
Feeding Data Into a MaxDiscover Campaign
When running a campaign without predetermined targeting, you can run Oracle Maxymiser’s Segment Discovery to focus on the personalization criteria you’ve created to see if any criteria are influencing uplift that goes beyond a winner-for-all. You can use Segment Discovery as a tool to do the segment mining that would need to be done if the purpose of the personalization criteria was to see if different groups you created values for can be targeted with different content and lead to increased uplift.
Understanding personalization criteria ultimately helps you also know what kind of targeting, segmenting, and customizing is possible when you seek out or test a customer experience for high-value or otherwise unique groups of visitors. With enough traffic, there’s almost no limit to the criteria you can utilize. Leading marketers aren’t just creating the best experience; they’re creating the best experience for customers who exhibit specific traits. Be one of those marketers!