Page 7 - index
P. 7
RESEARCH, ANALYSIS & TRENDS
Companies have in general recog- appreciated content that meets his when aligned to customer needs
nized the need for personalized current needs at any point of the with up-to-date communication. It
communications, as one of the lat- customer lifecycle. can steadily be optimized by using
est studies of artegic proves. In the analyzes and CRM, since the pro-
company’s report, “Online Dialog However, for each form of individu- cessing is not practical to handle
Marketing in Retail 2016”, artegic al approach, data is needed first, manually, making marketing auto-
claims the use of more "mature" which users are often leaving be- mation technology somewhat man-
dialog-marketing activities will con- hind at various contact points, such datory.
tinue to grow: Already 34.4% of the as response data from the market-
companies they surveyed use com- ing email, transaction data from the Challenge of content processing
pletely individualized emails, based online shop, or use data of other
on purchase and click profiles, fur- marketing tools. In addition, there
ther 46.6% are planning to use are offline data, for example, from Apart from the pure data perspec-
them. Besides, 25.9% rely on cus- PoS systems. tive, individualization contains an-
tomer intelligence emails (e.g. use other challenge: Individualized com-
of business intelligence and click- Be aware, however, that consent of munication requires a number of
stream data from the web shop), the recipient is required to be able matching, granular content. The
37.6% trust in lifecycle mails that to collect and use this personal in- finer the individualization turns out,
are expected to be 74.6% and formation, which is as well a tech- the more specific this content needs
79.4% in the future. Unfortunately, nical challenge, as it calls for the to be, and the more individual frag-
the focus of many companies is still establishment of a data usage ments are needed. For many com-
on segmented mass mailings with management. By structuring and panies this is still no easy task, alt-
different advertising for each target assigning the data to a customer’s hough they dominate the data
group (67.7% use them) and 33.3% profile, useful and exploitable infor-
even send still mass emails that are mation is created in the form of a screening. Often they cannot effec-
not segmented at all. question such as “What products tively use the findings, as there is
not enough content available or a
did the customer buy and when? lack of resources to process exist-
Super personalization rather than What kind of content does the cus-
pseudo-individualization tomer click or not, and what? Which ing material. In fact, the required
socio-demographic characteristics content often already exists in the
From the user’s perspective, indi- are featured?” and gets answered. company, although scattered across
vidualization means receiving rele- different areas. An inter-divisional,
vant content at the right time and By using analysis methods, for ex- cross-functional use often needs to
right place. As said, that is an often ample, insights can be gained from be implemented efficiently and the
repeated mantra over the years and the data about consumer prefer- manual transmission of repeatedly
apparently nothing new. Hence, the ences and behavior, through the revised Word documents via email
requirements for personalized com- data mining process, or correlations distribution is still the norm. The
munication are in principle well between different characteristic goal is to establish processes for
known, but the implementation of- values. It is important to anticipate capturing, sharing, and merging of
ten fails due to personalization or this knowledge and to convert it content from various sources. How-
customization being often not more into operational dialog measures, ever, only by means of marketing
than addressing someone by name. for instance for cross-sell / upsell or automation technology is it possible
However, truly personalized com- loyalty measures.
munication must be more than a to implement content processing
“pseudo-individualization”. economically, so that marketing au-
Going through these measures in tomation becomes a key success
turn generates new data and devel- factor in the use of highly-dialog
It requires carrying out a completely ops a closed loop circuit: Customer
individualized dialog with each user knowledge is build-up successively instruments.◊
who receives the most wanted and
By MediaBUZZ
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Companies have in general recog- appreciated content that meets his when aligned to customer needs
nized the need for personalized current needs at any point of the with up-to-date communication. It
communications, as one of the lat- customer lifecycle. can steadily be optimized by using
est studies of artegic proves. In the analyzes and CRM, since the pro-
company’s report, “Online Dialog However, for each form of individu- cessing is not practical to handle
Marketing in Retail 2016”, artegic al approach, data is needed first, manually, making marketing auto-
claims the use of more "mature" which users are often leaving be- mation technology somewhat man-
dialog-marketing activities will con- hind at various contact points, such datory.
tinue to grow: Already 34.4% of the as response data from the market-
companies they surveyed use com- ing email, transaction data from the Challenge of content processing
pletely individualized emails, based online shop, or use data of other
on purchase and click profiles, fur- marketing tools. In addition, there
ther 46.6% are planning to use are offline data, for example, from Apart from the pure data perspec-
them. Besides, 25.9% rely on cus- PoS systems. tive, individualization contains an-
tomer intelligence emails (e.g. use other challenge: Individualized com-
of business intelligence and click- Be aware, however, that consent of munication requires a number of
stream data from the web shop), the recipient is required to be able matching, granular content. The
37.6% trust in lifecycle mails that to collect and use this personal in- finer the individualization turns out,
are expected to be 74.6% and formation, which is as well a tech- the more specific this content needs
79.4% in the future. Unfortunately, nical challenge, as it calls for the to be, and the more individual frag-
the focus of many companies is still establishment of a data usage ments are needed. For many com-
on segmented mass mailings with management. By structuring and panies this is still no easy task, alt-
different advertising for each target assigning the data to a customer’s hough they dominate the data
group (67.7% use them) and 33.3% profile, useful and exploitable infor-
even send still mass emails that are mation is created in the form of a screening. Often they cannot effec-
not segmented at all. question such as “What products tively use the findings, as there is
not enough content available or a
did the customer buy and when? lack of resources to process exist-
Super personalization rather than What kind of content does the cus-
pseudo-individualization tomer click or not, and what? Which ing material. In fact, the required
socio-demographic characteristics content often already exists in the
From the user’s perspective, indi- are featured?” and gets answered. company, although scattered across
vidualization means receiving rele- different areas. An inter-divisional,
vant content at the right time and By using analysis methods, for ex- cross-functional use often needs to
right place. As said, that is an often ample, insights can be gained from be implemented efficiently and the
repeated mantra over the years and the data about consumer prefer- manual transmission of repeatedly
apparently nothing new. Hence, the ences and behavior, through the revised Word documents via email
requirements for personalized com- data mining process, or correlations distribution is still the norm. The
munication are in principle well between different characteristic goal is to establish processes for
known, but the implementation of- values. It is important to anticipate capturing, sharing, and merging of
ten fails due to personalization or this knowledge and to convert it content from various sources. How-
customization being often not more into operational dialog measures, ever, only by means of marketing
than addressing someone by name. for instance for cross-sell / upsell or automation technology is it possible
However, truly personalized com- loyalty measures.
munication must be more than a to implement content processing
“pseudo-individualization”. economically, so that marketing au-
Going through these measures in tomation becomes a key success
turn generates new data and devel- factor in the use of highly-dialog
It requires carrying out a completely ops a closed loop circuit: Customer
individualized dialog with each user knowledge is build-up successively instruments.◊
who receives the most wanted and
By MediaBUZZ
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
