Post by account_disabled on Dec 4, 2023 2:11:35 GMT -7
Marketers no longer seem to have any doubts about the challenges that personalization can now represent. 61% say it facilitates loyalty and improves visitor value. 51% of them think that it helps with lead generation and 47% think that it is an important lever for reactivating dormant customers. Finally, 40% say that it is effective in winning over new customers.
Furthermore, according to 43% of the companies surveyed, segmentation is the most critical step in setting up a personalization campaign. The main criteria for segmentation are as follows: Behavioral data ( browsing history, Country Email List page views, etc.): 68% CRM data ( age, CSP, etc.): 50% Technical data ( traffic sources, terminals, etc.): 36% Contextual data ( weather, geolocation, etc.): 26% Data coming from a DMP , a TMS or an ERP.
17% The advantages of machine learning still little used According to the 4th customer experience barometer, less than 10% of companies use machine learning to segment . However, machine learning makes it possible to both identify whether visitors belong to a segment and calculate the probability of conversion for a given objective.
This is a real challenge for brands: how to build and maintain a bond of trust with their consumers in this constantly evolving digital ecosystem? Companies must better understand the way they engage with consumers and, above all, be more transparent about the collection and use of data, but also respect their wishes and choices. “Customer first” comes first. Marketers must not forget this.
Furthermore, according to 43% of the companies surveyed, segmentation is the most critical step in setting up a personalization campaign. The main criteria for segmentation are as follows: Behavioral data ( browsing history, Country Email List page views, etc.): 68% CRM data ( age, CSP, etc.): 50% Technical data ( traffic sources, terminals, etc.): 36% Contextual data ( weather, geolocation, etc.): 26% Data coming from a DMP , a TMS or an ERP.
17% The advantages of machine learning still little used According to the 4th customer experience barometer, less than 10% of companies use machine learning to segment . However, machine learning makes it possible to both identify whether visitors belong to a segment and calculate the probability of conversion for a given objective.
This is a real challenge for brands: how to build and maintain a bond of trust with their consumers in this constantly evolving digital ecosystem? Companies must better understand the way they engage with consumers and, above all, be more transparent about the collection and use of data, but also respect their wishes and choices. “Customer first” comes first. Marketers must not forget this.