So I start my day off like any other at 5.45am as the baby is up early again, day no 629 and counting. I begin with a nice cup of Lavazza and while kicking a ball making breakfast and rolling Thomas the Tank engine across the kitchen floor I scroll through all the news apps and then social media. I stumble across a meme on History Segmentation that brings a smile to my distracted face. Then child no 2 is up and my day continues as pre-programmed.
A few hours have passed and while chatting with colleagues on social media the same meme reappears but this time it makes me think about all the dress and perfume offers I’ve had since Christmas and how much I’ve wanted to unsubscribe from their mailing list just because I’m not that kinda girl 🙂
But seriously I know they are trying to connect with me on a so-called personal level but come on, is that best you can offer ?? you’re driving me nuts and getting closer to the unfriending level in this social media driven world.
Let me show you the difference between Historic Segmentation and actual Real-Time Personalisation.
While both use a similar base of Big Data, the latter becomes a self-learning machine.It creates a “YOU” file around your thoughts and actions over time and with the continuous addition of real-time data it basically starts to second guess you whether you’re a registered user or not.
Segmentation is the age old process of discovering groups of individuals with common, yet broad sets of characteristics like
– Browsing & purchase history
– Search keywords
– Carts & wishlists
– Big-Data Data-based predictions
– User interests
– Look-a-like mechanics
– Geographic location
– IP address
– time of visit
Real-Time Personalisation is about the individual rather than the group.It’s about stripping the segmentation down to the very core via the use of algorithms to deliver one-on-one communications to visitors based on real-time behaviour, interests, preferences, and data.
So by using all the similar data from above as a starting point but then going further to add relevancy with Real-Time Data your developing a true image of your browser.
Using this true image and tailoring the digital experience with strong current relevancy, you will help your browser to easily identify their needs and fulfil them.
Real-Time Personalisation is about delivering current relevant information at the right time during the sales cycle to influence the close and generate extra revenue.
So what next? What does this all mean?
It means now that you are finally equipped with the right tools to deal in the Real-Time you will keep me as a customer.It means now you will get me to spend more as now you’re actually talking my language and can finally satisfy my needs.
1.Real-Time Content personalization results from the intersection of Real-Time user behaviour with relevant information and historic resources, which in context increases customer satisfaction and drives engagement.
Real information at the right time
2.Real-Time Personalised Trigger emails on my interests and needs rather than my previous purchases.
Upselling/Cross Selling relevance
3. Real-Time Personalised recommendations that have actual relevance to my needs.
4.A knowledgeable website that works in the here and now but also has a storage of historic movements and of course purchases to cross reference before attempting to offer you alternatives right now.
Reaching your entire audience with one message but making it personal
5.Real-time Personalised segmented mass mailing