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I think what’s coming is the trend of personalization, but the focus tends to go directly to the
one conversation with the consumer. Where the reality is, the biggest impact organizations
can make at this point is taking that up a level and understanding: what are the segments
that are performing differently? Through analytics, we get a lot of that information on a real-time
basis, but it is aggregated in an overall performance level, without, necessarily, the
toolbox for how you make an impact on that specific segment.
So it’s really what are the tools, such as Monetate, that allow you to make the impact
on the data you’re getting, from either your analytics or your back-end systems, at
this point? And that’s, again, what’s exciting about working here; we’re combing
through all of these different data points, whether we have them internally or the partner
clients have shared them with us. We have the ability to then immediately zero in, target
that audience’s behavior, and change a specific metric within what they are doing on the site—whether
it’s an action or all the way through to conversion.
Again, with the internal technologies and resources most companies have at this point—even
if you could identify what you wanted to do—you most likely wouldn’t have the ability to
turn that around quickly, due to an internal constraint; whether it be a creative constraint
or a technology constraint around when that new functionality or application could take
hold to make that change you’re looking for.
So, I think it is the real-time impact that Monetate can make, and the zeroing in on the
actual behavior, or customer group, whose behavior you’re looking to change, that’s
really exciting. I think it’s the trend where the more sophisticated organizations
are going. Again, everyone knows their top-line metrics, but you move that top-line metric
by moving the different puzzle pieces of who your consumers are.
Read more: http://monetate.com/video/nathan-richter-the-trends-of-personalization/#ixzz28GYmPjCA