Making it happen for your business
So, how do you make this happen for your business? First you need the right data – enough to shape your personas and understand the composition of your customer base. Then, you need a strategic framework.
Use the 5 W’s to guide you:
- WHY are you doing this? (i.e. business objective)
- WHO are you targeting?
- WHAT do you want to personalize? (i.e.name, birthday, size, reason for visit)
- WHERE do you personalize? (i.e. email, content, search, video)
- WHEN do you personalize? (i.e. by action taken, behavior exhibited)
What technology should be used to employ personalization? These “mechanics” may already exist in your CMS, CRM and/or ESP, and are certainly a good starting point. Don’t wait for the perfect time, or ideal set of tools; jump in with an eye toward experimentation with a learn fast, fail fast spirit.
Once you are feeling good about your strategy, start thinking about extensive segmentation and ongoing experimentation. It may be time to invest in a personalization engine which can optimize testing and provide a robust set of analytics so you can work even smarter. “Set it and Forget it” is in the past. Marketing recommendations backed by data are expected these days.