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Posts tagged with Real Time Behavioural Analytics

Personalisation: how do companies find the right balance?

Tapping the Google Play Store icon on my phone earlier this week I was faced with a horrifying sight. Sat staring at me in the ‘Recommended for You’ section was the official Tottenham Hotspur app.

It’s lucky Google isn’t in charge of selecting my Christmas presents. As a man sporting a (tasteful-ish) Arsenal tattoo, I’m on the verge of suing for slander.

The personalisation of the web has taken great strides, with big data helping to draw detailed pictures of who you are based on where you’ve been, but how do companies find the right balance between trying to deliver based on what they know, and what they assume?

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Simplifying personalization: three ways every online business can achieve it today

Online personalization has been blighted by the stigma that it’s something we’d all love to achieve but it’s out of the reach for the middle market.

In fact, a recent Econsultancy survey that found that 94% of companies sampled agreed personalization “is critical to current and future success” but they didn’t know where to start or how to approach it.

But the tables are turning and this is all about to change. Companies that have started to use new and accessible personalization technologies have seen up to a 300% increase in conversions.

Unlike traditional 'top of the funnel' personalization models which rely on past behaviour data to personalize the online and email marketing experience, new cloud-based technologies use real-time behaviour analytics to adapt content and engage users whilst they’re on-site.

This means the messages and communication can change depending on if the user is at lead or at the referral stage.

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