It’s the topic on everyone’s mind: hyper-personalisation of the customer journey. Thanks to predictive technologies and artificial intelligence, this concept has continued to grow and become the new Holy Grail. The right message, the right product, at the right time. Today more than ever, advertisers agree that the degree of personalisation offered by a brand is the key to a successful customer relationship.
Hyper-personalised service is the new norm
Ever more informed, fickle and demanding , consumers are looking for experiences that are not only unique but also meaningful. More than 80% of e-shoppers say they would no longer buy from a site that did not take their preferences and history into account.
The trick to hyper-personalisation will therefore be to satisfy them by adapting products , services and content to their own personal preferences. But how do you do this? How can you ensure that your advertising messages are relevant ? How do you give your customers the experience they want? The key: strategic use of the data you collect.
Data at the heart of your strategy
As we know, consumer behavioural data analysis remains the cornerstone of most marketing campaigns today. Unsurprisingly, the degree and relevance of personalisation of these campaigns will depend on the quality of the data used. Exploiting big data requires tools, skills and technology to sort through this tide of all kinds of information.
From “big data” to “smart data”
Online, “big data” collection consists of gathering a large amount of data through all available channels and contact points. “Smart data”, on the other hand, is the refined and exploitable version of big data. It is mainly based on a strategic analysis of this same data in order to better understand the needs of consumers and to use it to achieve the company’s business objectives.
A data-driven approach
Harnessing big data allows you to build a solid strategy based on tangible and actionable data. This way, you can avoid targeting errors that make consumers think you don’t know what they need.
Machine learning and artificial intelligence
The revolution in cognitive science, machine learning and artificial intelligence now allows us to analyse and predict the behaviour of internet users. Using these tools, predictive algorithms and data analysis, we can redirect the customer journey to deliver an improved experience and higher conversion rates.
Personalising exchanges, guiding the customer to targeted content , creating personalised links , offering the right product at the right time … These various hyper-personalisation techniques can be summarised in 3 words: understand to act. This is the key to a successful strategy based on listening and analysing customer needs.