Driving engagement thru personalization

Quotes

• “I don’t mean to take you off-tangent but what’s your take on Gartner’s call, a few months ago that 80% of all marketers by 2024 are going to abandon all personalization efforts?” -Josh “Personalization has got to be right. We actually had done some research on this and people tend to ‘personalize’ but then they will make this basic mistakes such as promotions where people can’t take advantage of because they were not the right reach or the promotion is actually over and so on and so forth.” -Josh “The point is there is some basic blocking and tackling and maybe this is where Gartner is coming from. You can really embarrass yourself if you get personalization wrong. One of the things I see most from a lot of the commerce brands is that women buy more than men.” -Ben“It goes back to the CDP (Customer Data Platform). You need to be collecting the right behaviors and then triggering your messages off those behaviors and I think there are lots of systems out there but you have to use common sense.” -Josh“To your point, if it’s purely just retargeting based on the most active or recent behavior, you are bound to fall in traps. If you are compiling information and responding based on some of the core, underlying behavioral knowledge of the user, you are more likely to be successful.” -Josh “I think the idea here is you actually need to look at the data and get asignal. I’ll use the example that not all men buy men’s clothing. Even if you know that someone is male, the types of purchases that they’re making or the purpose why they are shopping could be different. You need to look at your data and actually see a signal in the same way that you need to get consent to send a message.” -Ben“Get some sort of indication of what the consumer is looking for as opposed to making broad assumptions for all consumers.” -Ben “I keep coming back to this notion of keeping it simple. What you know about that user, apply that but don’t do it based on one interaction. Do it based on what they have traditionally purchased, where they live, what they’ve done in past experience so over multiple interactions.” -Josh “You don’t want to get into a situation where you are creating a negative customer experience before they even become a customer.” -Josh“I think it is also incumbent upon all these mistakes that people make which is trying to infer too much without asking and thatcreates a negative experience for a disproportionate number of consumers that they don’t need to do that for.” -Josh“So sometimes the advantage of personalizing is undercut by the overzealousness of wanting it personalized.” -Josh“We have done a qualitative and quantitative analysis and what we found is more than 45% of the people from an ROI basis see greater ROI with push notifications than email or with paid ads.” -Josh “Qualitatively, we see pretty strong engagement. Engagement on daily act of user basis is up over 30% when they use notifications versus when they don’t. That’s across 33 to 34,000 active applications looking over a couple of months period and about 9 ½ percent on web.” -Josh“I think the important point hereis if you can stay present and relevant to your consumers, you don’t have to worry about recall. If you stay in front of them, your marketing efforts become a lot easier.” -Ben“On the flip side, if you stay in front of them and it is disruptive, annoying, and irrelevant you run the risk of burning that bridge and ruining that relationship so be careful with those push notifications.” -Ben