Are You Practicing Good Ethics With Your Website Content?

Our customer success managers are the pros on using Bound to its fullest extent.  Today’s tip highlights best practices for using modals and fly-ins. Today’s post was inspired by a frustration I experienced last week when searching for event rentals for my upcoming wedding.  On a seemingly harmless event rental homepage, I was greeted by… Read More

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Our customer success managers are the pros on using Bound to its fullest extent.  Today’s tip highlights best practices for using modals and fly-ins.

Today’s post was inspired by a frustration I experienced last week when searching for event rentals for my upcoming wedding.  On a seemingly harmless event rental homepage, I was greeted by a full screen pop up exclaiming a sale on chair rentals. I closed out of the window and navigated to the tent rental page…where I was instantly met with the same pop up.  As you might guess, I was greeted by this same pop up on every page I visited. I eventually crossed this event company off my list – my time and frustration were not worth dealing with this darn pop up!

We have all experienced this frustration and understandably, these experiences have heightened our awareness in ensuring our own modal and fly-in content is not intrusive.   When we follow best practices with our content, we empower our visitors to engage with our site in an experience that is informing and inspiring – and not at all intrusive. Inspired by this example of unethical content, our CSM team wanted to share our best practices for working with modal and fly-in content.

No surprises 

When creating copy for our content pieces, we’re always looking to strike a balance between creativity and practicality – our users should be intrigued enough to click, but not be surprised by where they are taken.  Ensuring that our content is clear on what we are asking is vital to ensuring our visitors are empowered with our content. Similarly, ensuring our visitors have the choice to not engage with our content is critical.  Few things make me more frustrated across the internet when I’m trying to close an online ad and find the X is fake! Our new Content Templates make it easier than ever to customize the close out X on your content and ensure it is always easily found.

Know your audience

The beauty of personalized content is that we can speak directly to those we want – and only those we want.  We recommend excluding visitors who have already engaged with a conversion point from seeing content driving to that same conversion point.  We often see success with Abandonment groups targeting repeat visitors who have seen certain content but have not yet converted, which also helps them see new content. If you ever have a question on how to correctly exclude visitors from a segment, your CSM will be happy to help!

Similarly, we recommend knowing your mobile audience and ensuring that your content is appropriate for their smaller screen experience.  A modal may be perfectly sized for a desktop visitor but may be mistaken for the actual homepage on a mobile device. As an alternative to using mobile sized images, we also recommend using a banner to promote content to mobile visitors.  If you haven’t already checked it out, our Content Templates can help you create a banner to seamlessly fit into your site’s styling. 

Know your limits

On my rental search, I had a small amount of dread in knowing that I would see the same pop up if I wanted to continue to explore the site.  We know that limits are imperative when working with content and keep our visitors curious and wanting to know more. By being selective in the frequency that we display a content item, we can prevent overexposure and keep the clicks coming. If we find that a content item isn’t receiving enough impressions, we can always consider displaying it on more pages, rather than only increasing the frequency it is seen by the same visitor. 

Limiting your content can also apply to limiting the amount of pieces that your visitors see of that content type.  We recommend ensuring that all types of overlay content (modals, fly-ins and banners) live within a single campaign to ensure that a visitor doesn’t see that same type of content throughout their site visit.  This can work well in creating a funnel type approach to keep content fresh for repeat visitors!

Know your strengths

You are the expert for your destination – you will always be able to share the experiences that make your destination unique and help visitors create meaningful memories.  Your visitors come to your site craving this information, and modals and fly-ins are a great way to share your knowledge and recommendations so they can make an informed travel decision.  By following best practices on working with modals and fly-ins you can ensure that you are serving ethical and relevant content to empower visitors. So go out there and create! And know that your Bound CSMs are always here to chat through any questions you may have on best practices.

Have questions about content best practices? Contact us to talk further!

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Is Your Personalization Missing These 5 Geo-Targeting Strategies?

 It’s a sunny Thursday afternoon, at the end of summer. Do you know where your website visitors are?  If your answer is yes, you’re steps ahead of many marketing teams. Knowing the geo-location of your site traffic can help to inform site content and allow you the opportunity to cater site messaging to specific geo-locations… Read More

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 It’s a sunny Thursday afternoon, at the end of summer. Do you know where your website visitors are?

 If your answer is yes, you’re steps ahead of many marketing teams. Knowing the geo-location of your site traffic can help to inform site content and allow you the opportunity to cater site messaging to specific geo-locations using personalization.

 But, often times, marketers have a shallow understanding of their geo audiences. Most marketers know the general geographic make-up of their visitors, but usually they stop their geo-targeting after a quick glance at Google Analytics.

 I’m here to tell you there’s more- MUCH MORE- to geo-targeted personalization. And, it’s not as tricky as you might think! Let’s start with:

What Visitors Are Already on your Site?

 Throughout your personalization journey, Google Analytics will continuously serve as a compass to help guide your strategy. And, there is no better way to start considering your geo-markets than by referencing the Geo tab under Audience. This resource may tell you a little bit that you already know. Like, of course, your top geo-markets are probably cities/states in close proximity. But, you could also learn something new about the visitors coming to your site. Like crikey, who knew your destination had so much traffic from Australia? Deciding the messaging for your visitors is another beast in itself, but it’s important to first identify your existing audiences so you can start personalizing to them.

What cities are you targeting in your other Marketing Channels?

Driving down the highway in Austin, Texas, you won’t  get too far without seeing a billboard or a bus placard for another destination (I see you, Fort Worth). Or, hearing a destination’s sponsored ad on the radio (what’s up, St. Pete!). DMOs are constantly using geo-targeting in their other marketing channels, but are you mimicking that marketing on your site? If you’re specifically targeting another city or state with messaging about your destination, make sure to continue that messaging when those visitors land on your website!

Are there Direct Flights to your destination? 

What’s a great way to get more visitors to your destination? Make getting there as easy as possible! And what’s easier than a direct flight? Visitors from areas offering direct flights to your destination are a great group to target with personalized messaging. And unfortunately, these visitors are often overlooked by marketers. If a trip from City A to your destination is as easy as a direct flight, you better get the word out! Booking a trip gets a lot easier (and more desirable) if no plane changes are involved.

Are you geo-targeting with paid media?

Oh, paid media. It makes some marketers smile and others shudder. It can bring excited new visitors to your site but can also introduce an onslaught of low-engaging traffic. Love it or hate it, paid media is here to stay. So, why not make the most of your current paid strategy? If you have paid media hitting certain geo-locations, it’s essential that you account for those geo-locations in your personalization strategy. This does not need to be difficult or time consuming. Simply put, if you’re targeting Sunnydale, CA(for example) in your paid strategy, you better be targeting those visitors on site too!

Do you have articles written for certain geo-locations?

As they say in the biz, content is king. The right content can lead a potential visitor to book a trip to your destination while the wrong content can make a visitor decide that your destination is not for them. Editorial pieces, blog posts, and stories are fantastic ways to build long-form marketing content, showing-off your destination to potential visitors. And a trend we’ve seen lately, is for destinations to publish content about trips from specific Geo-Locations. Sometimes it’s a blog post about a road trip, other times it’s a video following a visitor from a specific city. Whatever the format, it’s important to account for those geo visitors in your personalization strategy. Whether your desire is to lead those site visitors to a landing page full of personalized content or if it’s simply to push them to the blog post you’ve written for them, setting up segmentation and personalization for this group is key. Plus, if you’ve spent time writing about their journey, you want to make sure that content is easy for them to access and engage with!

While reading through this list, some of these key geo-targeted segments might resonate with your DMO. Others may not. The important takeaway is that your geo-targeted personalization strategy should be as robust as your destination! To speak to a diverse audience, you must target diversely. And a great place to start, is with geo-targeting!

Have questions about how to best engage your geo targets?  Contact us to talk more!

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Bound’s Guide to ESTO Eats

Welcome to Austin! We’re so glad that you’re here.  In a city of amazing food options, we know you have a lot to choose from.  We wanted to share our favorite spots to help make your trip even more memorable.  Enjoy! When you land: Taylor recommends: Juiceland at Gate 7 As you hop off the… Read More

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Welcome to Austin! We’re so glad that you’re here.  In a city of amazing food options, we know you have a lot to choose from.  We wanted to share our favorite spots to help make your trip even more memorable.  Enjoy!

When you land:

Taylor recommends: Juiceland at Gate 7

As you hop off the airplane into the jetbridge, you may be surprised by the 100+ degree Texas heat. Start hydrating ASAP by hopping over to Juiceland located at Gate 7. On the other side of the airport, but would love some juice? They have Juiceland kiosks with fresh juices thoughout the airport. My favorite smoothies are the Wondershowen (add cacoa for a kick), Morning Sunshine and Peachy Green. If you’re more in the mood for juice, I recommend the watermelon, beet, and sea salt combination found in the Recovery Punch.

For breakfast:

MC recommends: 1886 Cafe and Bakery

Check out the historic (and haunted!) Driskill Hotel and then grab breakfast or lunch at the delicious 1886 Cafe and Bakery. If you don’t want the decadence of a Texas Pecan Waffle (but really, why would you not?), the omelettes and sandwiches are all fantastic. If you’d rather check out the Driskill a bit later, the Driskill Bar serves pretty delicious cocktails and will give you a taste of historic Texas.

Ali recommends: Easy Tiger Bakery

This is also a late night favorite with an amazing beer garden, but their fresh baked pastries and coffee make for a perfect breakfast.  Buy a cookie or baguette to snack on later!

For lunch:

Matt recommends: TLV (at Fareground Food Hall)

A relatively new addition to the Fareground Food Hall, TLV serves excellent Israeli street food. Fresh veggies, delicious hummus and pitas. Literally all of their lunch & dinner options are good, and they have some tasty pastries and interesting filled donuts.

Jared recommends: Burger Bar

You might be thinking, “It sure looks like they wanted to maximize restaurant space in this hotel by renting out part of this exterior utility closet and I bet these burgers and shakes are average at best.” Well, you might be right on the real estate and efficient use of space front, but the burgers and shakes are slightly above average. I would wander down to Hopdoddy’s on South Congress if you want to level up your burger game, but for convenience and quality you are set here.

For an afternoon break:

Adriana recommends: Halcyon

Halcyon is a fun little spot to grab coffee, a cocktail, or a quick snack. There’s a ton of comfy couches and they usually have a small band or guitarist playing in the corner. The best thing to order is the build your own Smores. They actually bring out a tiny miniature campfire, sticks, and all the fixings so you can make your own delicious dessert.

Ali recommends: The Central Library

This is pretty much my new favorite place in town since it opened – I would live here, if I could. Their rooftop patio is a fun way to see the city and their Cookbook café has the greatest french toast ever, along with a lot of other great snacks. It’s a half-mile from the JW Marriott and a great place to have some quiet time after a full day of conferencing!

For dinner:

Jessica recommends: Moonshine Grill

All the cocktails are delicious but it’s definitely worth trying the Apple Pie or Strawberry moonshine. The food is a Texas twist on comfort. I’d recommend the Chicken & Waffles, Green Chile Macaroni, or the Hill Country BBQ Baby Back Ribs.

Jared recommends: Coopers BBQ

It’s good Texas BBQ, and it’s right next to your hotel. You don’t want to be far from your bed in a dark room with A/C when the meat sweats hit.

Ali recommends: La Condesa

Modern Mexican that pairs bright, fresh ingredients with amazing drinks and desserts.   Treat yourself to the guacamole trio, ceviche and some mezcal.

For an after dinner drink:

Jared recommends: Elephant Room

Good things always happen at bars below ground level. Chimay is on tap. Duke Silver will probably grace you with his presence.

When you’re heading home (and already planning your next visit!):

Ali recommends: Ruta Maya at Gate 28

Ruta Maya will always hold a special place in my heart as the quirky coffee house across the street from my college where I attended my first (and only) poetry slam contest. Thankfully, they opened up a beautiful coffee shop that is my favorite spot to grab a pre-flight coffee. They also serve a variety of fancy and fun chocolate bars that I like to pick up as a treat for the person I’m visiting, if I can keep myself from enjoying it on the way there.

Taylor recommends: Tacodeli at Gate 24

Nothing says hello (or goodbye) Austin like a breakfast taco. Filled with your favorite breakfast foods, Tacodeli tacos are the best in town. Try the Otto, Vaquero, or Migas. If you’re feeling adventurous, ask for papas on your taco. Nothing says breakfast like delicious mashed potatoes with eggs and bacon.

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What Marketers Can Learn about Customer Acquisition from the 2019 Internet Trends Report

Mary Meeker’s renowned annual Internet Trends decks have been providing industry insights (and watercooler conversations amongst us data heads) since 1995. This year the Bond Capital founder released a staggering 333 slides, with a wealth of data around ecommerce and retail in general — including hints of possible market saturation and slowing growth. What caught…

The post What Marketers Can Learn about Customer Acquisition from the 2019 Internet Trends Report appeared first on Monetate.

Mary Meeker’s renowned annual Internet Trends decks have been providing industry insights (and watercooler conversations amongst us data heads) since 1995. This year the Bond Capital founder released a staggering 333 slides, with a wealth of data around ecommerce and retail in general — including hints of possible market saturation and slowing growth.

What caught my attention in the 2019 report was the corresponding rise in audience acquisition and online advertising spend. This rising reliance on paid audience generation has some major blind spots that are potentially detrimental to the efficiency and yield of huge percentages of marketing budgets.

I’m going to highlight the trends in the report that jumped out at me, alongside some exclusive findings from Monetate’s own data science team, in order to demonstrate the importance of a customer acquisition strategy that marries the prioritization of onsite experiences with targeted advertising growth.

Ecommerce sales are up but growth is slowing

The trend numbers on U.S. ecommerce validate the feelings of a lot of leading retailers out there. While total year-over-year sales are increasing (12.4 percent in 2019), the growth rate has fallen sharply in recent years (17 percent in Q4 2017).

Likewise, it’s no surprise to retailers that although ecommerce continues to grow year-over-year in the double digits, physical retail is moving at a snail’s pace. This places huge importance on growing the ecommerce segment, but there’s a risk (as I’ll dive into next) in focusing primarily on audience acquisition budget growth to do this.

To put this in more context, a 2 percent increase on a nearly $800 billion retail industry (excluding food service, motor vehicles, auto parts, gas stations and fuel) represents a slightly lower total dollar value than 12.4 percent of the nearly $140 billion ecommerce industry. It would be very impactful on the industry if the five-percentage-point-decline trend continued in ecommerce growth.

Increased audience acquisition spending with diminishing returns 

It should come as no surprise, then, that one area enjoying enormous growth is online advertising spend. Meeker’s report cites phenomenal 22 percent YoY growth in digital advertising spend for 2019, following 21 percent growth in 2018, with significant increases in mobile allocation also.

While Google and Facebook have a clear lead here, other platforms like Twitter, Pinterest, and Snapchat are also growing quickly. Much of this is due to the intelligence of online advertising channels; each channel brings with it highly targeted machine learning strategies all designed to optimize for conversion.

However, this channel sophistication corresponds with increased competition as sectors mature their digital strategies. Combine this with increasing advertising costs, and you end up with a higher cost-per-acquisition that isn’t fixable through copy and CTA optimization.

Shifting marketers’ focus from volume to experience

At first, this data appears to paint a bleak picture for retail and ecommerce: a saturated market where the cost of bringing in new audiences is growing while overall growth is slowing. However, there is a huge opportunity for savvy marketers to focus on designing (and measuring) owned property experiences that improve acquisition cost metrics. And I mean going beyond the table stakes of testing and segmenting paid inbound audiences.

Where’s my proof? Monetate recently analyzed over a million sessions across hundreds of ecommerce brands and found that a series of consistent, pervasive personalized experiences can improve the efficacy of increasingly expensive acquisition channels.

The data showed that when visitors were served not just an optimized experience upon landing on site, but a continued series of personalized experiences over their additional pageviews, then there was a dramatic improvement in conversion rate. 

In fact, just three personalized pageviews increased the conversion rate compared to a single pageview by 100 percent. And add-to-carts increased by 74 percent.

The findings get even more dramatic as the volume of pageviews increases. Moving to 10 personalized pageviews increased conversion by a staggering 1,859 percent compared to a single personalized pageview.

Of course, we wanted to make sure this was a direct result of the personalization and not simply because visitors’ conversions grow naturally as their pageviews increase. With a control example of non-personalized pageviews, we saw that while conversion rate does grow over time, it is very different growth from the personalized experiences:

Increasing yield from paid channels

This data becomes even more valuable when we looked at the impact a series of personalized sessions had on referral channels. And Facebook referral data gave us a really compelling case for strategic personalization.

In our data set, Facebook was the lowest performer at a 1 percent conversion rate compared to an overall average of 1.7 percent. Our data then showed a “tipping point” where a series of personalized pages after a Facebook referral led to dramatic changes: on average between the 7th and 8th personalized pageviews, conversion rates were 5X better and Facebook went from being the lowest performing channel in the set to the highest. 

This tells us is that there is not only a massive opportunity to grow the yield of acquisition channels through sustained personalization, but also what could initially be thought of as a low-performing channel may in fact simply be an unoptimized top-performer.

Key takeaways for marketers in ecommerce and retail

If the trends in Mary Meeker’s 2019 report continue, there are signs that ecommerce growth may be beginning to stagnate — through market saturation, increased competition, and/or economic reasons. And with huge pressure to make up physical retail losses in the ecommerce space, marketers are naturally going to be hyper-focused on customer acquisition and digital advertising spend. 

The huge opportunity area is in leveraging holistic, comprehensive personalization to increase paid channel yield at a far higher rate than simply (or primarily) upping the amount of dollars being spent on acquisition. Marketers should be personalizing beyond key site pages and thinking of personalization as a pervasive, consistent strategy that increases value.

Liam Moroney is the Sr. Director of Growth Marketing at Monetate.

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The future of media and entertainment: Tackling digital transformation through experimentation

Media and the ways we engage with it are constantly evolving. The way we discover new media, the way we…Read blog postabout:The future of media and entertainment: Tackling digital transformation through experimentation
The post The future of media an…

Media and the ways we engage with it are constantly evolving. The way we discover new media, the way we...Read blog postabout:The future of media and entertainment: Tackling digital transformation through experimentation

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Time to Get Personal

As a destination marketer, one of your main challenges is turning your website visitors into destination visitors. Before a visitor comes to your destination they compare you their other options. During this research phase, you tailor your ads to match their interests, you utilize search engine marketing tools to make sure your advertising and social… Read More

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As a destination marketer, one of your main challenges is turning your website visitors into destination visitors. Before a visitor comes to your destination they compare you their other options. During this research phase, you tailor your ads to match their interests, you utilize search engine marketing tools to make sure your advertising and social content is targeted to their search results, and you hope these visitors click through to your site to consume and engage with the top content you’ve created.

But what are the best practices in turning these online visitors into destination visitors?

Leading destination marketers from Explore Branson, Elkhart County, Indiana, and Visit Williamsburg believe website personalization is a cost effective way to turn their website visitors into destination visitors. In Time to Get Personal, these three destinations highlight some of the ways Bound’s personalization solution has helped them stand out amongst their peers and convert their online visitors into destination visitors. Some of their results include the following:

  • Explore Branson has seen a 560% increase in e-newsletter sign-ups by using a personalized pop-up targeted to different website audiences.
  • Elkhart County, Indiana used Bound’s A/B testing capabilities to increase travel guide conversions by 253%.
  • Visit Williamsburg used Bound to maximize the value of their paid media campaigns. ince targeting paid media visitors to the website with personalized landing pages, they have seen a 41% increase in time on site.

Read more in this report to learn how these destinations got these results and to see if now is the right time for you to explore personalization for your destination’s website.

Related Posts

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Who’s Hiring in January 2019?

Here are our picks: Website Optimization Specialist – In Atlanta, SunTrust is looking for a specialist to be responsible for “developing and executing business strategies, processes and policies to enhance the sales and service experiences intrinsic to SunTrust’s digital spaces.” A/B Testing & Personalization Analyst – Join Barnes & Noble’s Optimization team in New York […]

The post Who’s Hiring in January 2019? appeared first on Brooks Bell.

Here are our picks:

Website Optimization Specialist – In Atlanta, SunTrust is looking for a specialist to be responsible for “developing and executing business strategies, processes and policies to enhance the sales and service experiences intrinsic to SunTrust’s digital spaces.”

A/B Testing & Personalization Analyst – Join Barnes & Noble’s Optimization team in New York to “improve bn.com’s content, design, and usability for customers and to create unique experiences based on customers’ preferences and behaviors.”

Director-Digital Product Analytics & Testing –  Join the Enterprise Digital and Analytics team at American Express in New York.  They are looking for a leader to “provide value to the online card shopping experiences within the Global Consumer and Commercial businesses through customer data and measurement, insights through analytics techniques and experimentation.”

Marketing Manager, International Conversion – Ancestry is looking for a candidate to join their Conversion Marketing team in San Francisco.  This person is “responsible for improving and optimizing the user experience at each step in the conversion funnel with the end goal of maximizing revenue from visitors in each of Ancestry’s key global markets.”

Marketing Manager, A/B Testing & Optimization – Join AuthO’s Growth Team in “driving improvement in key engagement metrics and customer experience throughout the customer lifecycle.”

Director of B2B Marketing, Demand Generation – Join Vimeo’s B2B marketing team in New York to “scale qualified lead acquisition, build and continuously optimize digital marketing, account-based marketing (ABM), email automation, social, and event-based marketing channels.”

Sr. Analyst, eCommerce Direct to Consumer Analytics – Newell Brands is looking for a senior analyst in Hoboken, New Jersey, to drive “sustainable growth online through the best-in-class use of data and analytics.”

Digital Marketing Leader – Website Optimization – Join GE Healthcare in Wauwatosa, Wisconsin to “develop a rigorous testing and experimentation framework, and conceive, scope and implement experimentation initiatives to improve the website user experience and drive conversion rate optimization.”

Manager, Marketing Planning, Test & Analysis – Express is looking for an individual to lead the testing and optimization program in Columbus, Ohio, “starting with A/B & multivariate testing taking us into experience optimization and eventually personalization.”

 

Looking for a job or to fill a position?  Give us a shout and we’ll help spread the word in our next careers blog post.

 

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Free Guide: How to Strategize & Execute Profitable Personalization Campaigns

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization. Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence […]

The post Free Guide: How to Strategize & Execute Profitable Personalization Campaigns appeared first on Brooks Bell.

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization.

Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence and machine learning solve all our problems. All you have to do is buy a new piece of software, turn it on, and…BOOM: 1:1 personalization.

As a data scientist, I’ll let you in on a little secret: that software only provides the technological capability for personalization. Even further, the algorithms found within these tools simply assign a probability to each potential experience that maximizes the desired outcome, given the data they have access to. Suffice to say, they’re not as intelligent as you are led to believe.

If you caught our first post in this series, you already know that we define personalization a bit more broadly, as any differentiated experience that is delivered to a user based on known data about that user. This means personalization exists on a spectrum: it can be one-to-many, one-to-few, or one-to-one.

And while there are many tools that enable you to do personalization from a technical standpoint, they don’t solve for one of the main sources of anxiety around personalization: strategy

Most personalization campaigns fail because of a lack of a strategy that defines who, where and how to personalize. So I’ve put together a free downloadable guide to help you do just that. This seven-page guide is packed full of guidelines, templates and best practices to strategize and launch a successful personalization campaign, including:

  • Major considerations and things to keep in mind when developing your personalization strategy.
  • More than 30 data-driven questions about your customers to identify campaign opportunities.
  • A template for organizing and planning your personalization campaigns.
  • Guidelines for determining whether to deliver your campaigns via rule-based targeting or algorithmic targeting.

Free Download: Plan & Launch Profitable Personalization Campaigns.

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Built to Wow: An Introduction to Launching Personalization At Your Company

The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences. […]

The post Built to Wow: An Introduction to Launching Personalization At Your Company appeared first on Brooks Bell.

The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences.

For years, this vision has been a pipedream among marketers, product managers and customer experience professionals. Many clients come to us wanting to “do personalization” but face significant challenges in doing so.

Part of this is due to the fact that “personalization” is so ill-defined.

At Brooks Bell, we define personalization as any experience that is delivered to a user based on known data about that person. By that definition, personalization exists on a spectrum: it can be one-to-few, one-to-many, or one-to-one. In the digital environment, product recommendations, customized search results and even segmented experiences are all considered examples of personalization.

But while many companies are already implementing these experiences, there’s still an overwhelming sense that many brands have yet to arrive in terms of personalization.


Got a bunch of burning questions about personalization? Submit them using the form below.

We’ll use this information to make sure we cover these topics in our upcoming posts.


A 2018 study of 300 marketers by Evergage and Researchscape International found that 98% of respondents believe personalization helps advance customer relationships, but only 12% were “very” or “extremely” satisfied with the level of personalization in their marketing efforts.

This is because (not unlike experimentation) personalization is a business strategy that should evolve in order to deliver long-term value. And while it’s true that many brands already have the ability to do personalization, they’ve also found that elevating and scaling a personalization program is difficult, costly and, frankly, can feel pretty darn impossible.

So, how to do this? In addition to the fundamentals for a standard optimization program, there are three critical working components that need to be established for personalization:

  • Technology: you need top-notch tools to centralize user profiles and deliver personalized experiences;
  • Data: personalization requires a clean, unified view of relevant customer attributes, and
  • Strategy: you need research and planning to purposefully and effectively launch, scale and benefit from personalization.

In the coming weeks, we’re going to break down personalization further by each of these components. We’ll outline the best practices, advice, strategies and tips to go from scrappy to smart when it comes to introducing and scaling personalization at your organization.

Struggling to execute a scalable personalization strategy? We can help. Contact us to schedule a free 30-minute consultation.

The post Built to Wow: An Introduction to Launching Personalization At Your Company appeared first on Brooks Bell.