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Personalization

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A marketing road map for personalization

…segment. So which segments should you target for your personalization efforts? Marketers often start by focusing on a few key attributes of their audience, such as the device a person is using or the traffic source which brought the person to your site/app. This approach certainly can work — after…

How marketers can finally bring the ‘personal’ to personalization

…behind personalization as cookies, collaborative filtering, user profiling and data analysis. Sounds really personal, right? Not so much. For years, marketers have had the technical capability to reach an individual in any context, on any channel, at any time. But their “personalization” efforts…

MarTech Today Research: A marketer’s guide to personalization tools

The biggest difference that digital technology has made for marketing is the ability to personalize at scale. As a result, there are countless tools providing some measure of personalization, and a free new report from MarTech Today Research — out today — highlights the leading ones. Based on…

How to cut through cross-channel noise using intent-driven personalization

…business or financial goals faster. While 68 percent of marketing firms cite personalization as a top priority, 53 percent lack the technology to personalize. Manual strategies just can’t compete. Intent-driven personalization uses the power of artificial intelligence and machine learning to help…

Why people are essential to B2B marketing success

…it already. If you want to join them, you’ll need to adjust your expectations and make commitments to your people so that, in return, they can personally commit to and deliver sustainable performance for you. Martech is shelfware if you don’t know how to use it. Don’t take shortcuts on enablement.…

Personalizing UX: Why Zillow Group moved beyond AB testing

…its marketing teams to test multiple, simultaneous UX personalization tests on audience segments at scale. Enter multi-armed bandit testing. “I love the control AB testing gives, but it left a lot to be desired when applied for personalizing UX,” said Wroblewski. The problems Zillow found with AB…

From martech silos to an omnichannel stack

…sense for improving digital customer engagement in those platforms, but also led to serious challenges that now need attention. When you apply personalization to your website, and customize media assets for social networks, and then deliver special offers via email, you’re effectively customizing…

Startup Grey Jean launches AI-powered personalization platform

…machine learning and/or artificial intelligence-driven personalization or predictive marketing capabilities, and their skill in delivering the next best offer. Boomtrain, for instance, uses machine learning for its predictive personalization platform over multiple channels. Alberino pointed to…

How to make a blended ABM approach a reality

…but now the person with the strongest buying potential at an account might be found elsewhere within the business. Account teams should be enlisted to help you to get to know these accounts well. Then, look to the principles discussed in the section above, around content personalization, to ensure…

Personalization & machine learning in 2018: From comms to content

…manual approach to personalization isn’t sustainable, which is why companies are using digital platforms to personalize marketing communications. Adoption is across the board: Among the 459 marketing execs surveyed by IDC, 34 percent said that they are using personalization technologies to a…

Achieving Hyper-Segmentation To Reach Personalization At Scale

…marketing (ABM) strategy on a well-defined, prioritized list of the most qualified accounts. Prioritize Segments And Personalize Outreach Both prioritization and personalization are key when it comes to your hyper-segmentation strategy. Rather than creating a few rigid personas or a large list based…

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