The Interplay of Data and Personalization
Published on 8 Apr 2016
We’ve all experienced a marketing message that doesn’t hit the mark. Perhaps it was a direct-mail piece about cellular service from a telecommunications provider, but you’re already a customer. Or an email marketing offer from a children’s retailer, but you don’t have kids. These one-to-many marketing gaffes have sabotaged relationships between consumers and brands, but they have been what’s available. That’s why personalized, one-to-one marketing has long been the holy grail of marketers.
The Advent of True Personalization
The mobile era has provided an unprecedented opportunity for marketers to achieve true, personalized engagement. A brand can now take advantage of the context surrounding a consumer — what they’ve purchased, what they like online, how they visit your site — to engage via their mobile device in a way that feels more personal. It’s almost as if you were physically together with the customer, asking questions and responding directly to them.
For example, imagine sending a notification to a consumer’s device that says, “Welcome Mike: You have 1,000 loyalty points. Would you like to use them here today?” as they enter an establishment, versus simply: “Welcome back.” The odds of engagement with that notification are much higher in the message that demonstrates true value and utility to the consumer.
Good Data Informs all Marketing Channels
At Lytics, we are pleased to work with Urban Airship to power better, more personalized mobile engagement. We believe that personalization in marketing starts with customer data management; you can’t make marketing more personal if you have incomplete profiles of people.
Lytics’ flagship product is what the industry calls a “customer data platform” (CDP). CDPs enable engagement tools to combine disparate data sets about customers to personalize each and every interaction with them. Unlike other CDPs on the market, Lytics uses sophisticated data science to combine all types of known and anonymous data about consumers — brands’ website, email and app usage; purchasing records; customer-service tickets; and more — to build a very useful profile of the target consumer.
What’s more, we use machine learning to “score” a consumer based on their affinity for the brand to determine whether they’re ready to buy or about to churn. And our new Content Affinity Engine scans a brand’s content portfolio, categorizes items (e.g., blog posts, case studies, etc.) automatically and determines a consumer’s affinity for these pieces of content.
But, we think having a 360-view of a consumer is only half the battle. That’s why we have built integrations with many engagement tools, such as Urban Airship’s Connect, to allow brands to actually do something with these highly-specific audience segments.
Why Trust Lytics?
Brands such as Nestle, Conde Nast and BBVA’s Simple use Lytics to power the personalization of their email marketing, web sites, online advertising and more. And now customers of Urban Airship can enjoy Lytics’ personalization technology to make mobile engagement more meaningful. Urban Airship is integrating directly into Lytics’ CDP so that Urban Airship customers can work with one vendor instead of two (or with some vendors, several!).
Contact your Urban Airship team to learn more about connecting mobile data to your customer data platform to support more personalized mobile engagement.
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James McDermott is CEO and co-founder of Lytics. Lytics helps enterprises automate personalized marketing experiences through the industry’s most advanced Customer Data Platform (CDP). Learn more at www.getlytics.com.