Creating a hyper-personalized framework

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To create a useful framework, one can implement an analytics-driven approach to mapping data over traditional methods that base tactics on data.

Creating a framework that continually delivers exceptional customer experiences often consists of four steps:

- Data collection

- Market segmentation

- Targeted journeys and measurement

- Analysis

Knowing your audience is the first and most important step in creating a clinical nurse specialist email database hyper-personalized framework. It’s how your company learns who its core customers are, as well as understanding each one individually.

Knowing your audience means having access to relevant data, and it’s especially advantageous for businesses that serve a broad audience because you can narrow down the needs of each group.

The second step in the framework process, customer segmentation, is how your business uses data and insights from your audience to scale the personalization process. By segmenting a broad audience into smaller subgroups based on spend, location, demographics, satisfaction, and past interactions, your brand can now send relevant communications targeted to each group, increasing customer engagement and brand loyalty.

Once customers are segmented and their needs have been identified, you can develop specific journeys, which is the communication aspect of the framework. Timing and medium are important parts of engaging with your audience.

Once your company executes a specific campaign, the final step is to use measurement and analytics to gauge its success. Identify which metrics in the campaign customers responded well to and their relationship to your company’s revenue. Examining these finer details and replicating them in future campaigns creates sustainable results.

Brands that capitalize on hyperpersonalization
Big-name brands like Amazon and Spotify use AI and machine learning to sift through the myriad factors that influence their recommendation engines. Predictive personalization is a tool these companies, and others, use to individualize customer experiences, despite having large audiences.

Amazon

The online retail giant has perfected the art of suggestions: 35% of conversions come from its recommendation engine. But Amazon 's recommendations don't stop at the search bar or its website - it also makes excellent use of its email channel.

For example, if someone searches for sandals, Amazon will send an email with suggested items related to that shoe style.

Amazon-web

This technique goes beyond the traditional route of including the user's name in the subject line of the email. Amazon collects data to generate hyper-personalized communication with its customers: full name, search query, average search time, preferred brands, other browsing habits, and more.

Before emerging technologies, effectively utilizing this data required a lot more work. But algorithms like Amazon’s filtering engine make the process much more efficient by suggesting items based on four data points:

- Purchase history

- Items in the shopping cart

- Articles with ratings and “likes”

- Other items that other customers have liked and purchased

This strategy and others are one of the reasons why Amazon's on-site suggestion converts 60% more than other online stores.

Spotify

Spotify is the leading music app. It offers a wide variety of playlists tailored to each user's preferences. After analyzing personal music selections with other users who also listened to the same song, Spotify creates highly personalized playlists for all of its users.

Spotify-web

But personalized playlists aren't the only method the company uses. The Live Concert feature sends users emails to inform them about events featuring their favorite artists and the option to purchase tickets.

Conclusions
As customers continue to seek more personalized experiences when interacting with businesses, personalization, in one form or another, becomes even more critical to your business. Creating an effective personalization strategy can be key to building customer trust and loyalty, which directly leads to better revenue growth.

If you want us to help you implement a hypersonalization strategy in your company, do not hesitate to contact us . We love seeing our clients succeed!

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