Web personalization is a technique for improving the relevance of web content for visitors to a site. Whether it's simply greeting them by name or doing some more advanced link between the web and offline CRM data, it's all about making things more specific and personal to your customers.
A number of providers offer web personalization, different approaches exist, ranging from product recommendation through to dynamic pages that target visitors depending on past click and interest history. With any method, look for a provider who can measure the impact of personalization campaigns on the web because it's all about the impact you create on sales or registrations at the end of the day, without that data to back up your work, your boss isn't going to be easily impressed.
Many large finance brands are already using personalization in offline channels such as in-branch or call center marketing. Whenever you get offers based on what a compeny knows about you, these are more often than not based on some modelling that has taken place on the CRM data that they hold about you from past purchases. Consumers needn't be worred as firms only use this data to improve the relevance of offers within their site, it's when things start happening cross-brand that you need to consider privacy a bit more seriously.
We'll post some case studies here as we find them, there's a number of providers, firms like Omniture, Kefta, X+1 and Maxymiser spring to mind.
Read more on web personalization here
A number of providers offer web personalization, different approaches exist, ranging from product recommendation through to dynamic pages that target visitors depending on past click and interest history. With any method, look for a provider who can measure the impact of personalization campaigns on the web because it's all about the impact you create on sales or registrations at the end of the day, without that data to back up your work, your boss isn't going to be easily impressed.
Many large finance brands are already using personalization in offline channels such as in-branch or call center marketing. Whenever you get offers based on what a compeny knows about you, these are more often than not based on some modelling that has taken place on the CRM data that they hold about you from past purchases. Consumers needn't be worred as firms only use this data to improve the relevance of offers within their site, it's when things start happening cross-brand that you need to consider privacy a bit more seriously.
We'll post some case studies here as we find them, there's a number of providers, firms like Omniture, Kefta, X+1 and Maxymiser spring to mind.
Read more on web personalization here
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- 30 June 2010 21:38
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