Collaborative filtering techniques - Collaborative fil uk phone number database tering uses previous customer's behaviors and purchases to segment customers on. This strategy is especially powerful in circumstances where you don't know a lot about your customer (like the discovery and exploration process).
Behavioral segmentation - As customers interact with your brand, you are able to create a customer profile based on their behavior. We went into detail on how to create effective behavioral segmentation here.
Look-alike targeting- Another way to leverage customer data is by using to create look alike audiences. These campaigns are able to bring the right type of customers to your store.
Above is an illustration of how collaborative filtering works. Image Credit
Next Steps...
In order to properly execute these strategies, you must connect your customer data to your marketing.
While many technology partners claim to be able to help, they often do not address some of the most significant challenges in lifecycle marketing and personalization.
Before you select a technology partner, make sure you understand the 4 major challenges you will face connecting your data.
What is Dynamic Content? A Simple Definition
Dynamic content is a web-page or email component that changes. Typically, changes are based on user signals that include in-session behavior, user data, and user-characteristics.
In-session behavior- Adapt content based on what pages they visit, which products they add to cart, and how long they spend on site.
User data - Change content based on past purchases, customer lifecycle, or past engagements with your marketing (engagement metrics etc.)
User Characteristics - Adapt content based on demographics such as geo-location or buyer personas.
Dynamic content software matches the behavioral segments created from customer interactions and data to products that are most likely to convert.
As a customer engages with your brand, the software intelligently triggers the display of relevant content.
Some personalization software and tools, like Barilliance, does this for you automatically, and connects the data between your website and email.
Barilliance is able to personalize web experiences in real time using a variety of dynamic content.
Learn more here.