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What is Personalisation

Personalisation is about serving the most relevant content, experience or offer to your customer at any given time. Online personalisation can take several forms from simply addressing a customer by their name to tailored offers based on customer demographics and psychographics.

For instance, a travel company that identifies a customer on their website who has young children could customise content to promote child-oriented holidays. The process of identification could be explicit (if the user is logged in and the CRM system contains their family status) or implicit based on previous behaviour.

Personalisation seeks to utilise data to enable a more relevant conversation with your customer. The level of personalisation you could perform will greatly depend on the type and quality of data you are collecting about your customers and the technologies you have in place to store and transform the data into automated action. Personalisation requires a fundamental change to how you deliver digital content.

Depending on the desired scope of personalisation, you would need to integrate your content delivery platforms, Digital Asset Management (DAM) database, CRM system, digital analytics tool and potentially your campaign management system. In addition, you would need to modify your content delivery process and adjust you digital team to manage the personalisation programme effectively.


Moving to a Personalised Website

The execution of a successful personalisation programme relies on technologies which are already used by the majority of large online businesses. These technologies are; Customer Relationship Management (CRM) tool, Digital Asset Management (DAM) and a content delivery tool. The additional solution to enable personalisation is a decision making engine, this is the solution which uses your data to decide in the most relevant content to display to the customer.

The delivery of a successful personalisation programme can be split into two silos:

  • Technical – Personalisation is more than the sum of it’s parts, but it is critical these parts work together. For instance if your CRM isn’t being fed the most up to data customer data the decisions will be sub-optimal, resulting in less relevant content being delivered, reducing the value of the programme.
  • Business Process – A successful personalisation programme is likely to require changes to some of your online business processes. An example of this is in the management of the online content. As the number of possible decisions increases then so does the volume of content and this additional volume of content needs to be created and managed.

Understanding and these challenges before embarking on your personalisation programme results in a smoother implementation, enabling business to dedicate more time on elements of the programme key in generating value.

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