But today, with approximately 2 billion websites and approximately 567,000 new ones every day, the picture has definitely changed. Greater competitiveness, increased acquisition costs, growth of the eCommerce sector and increasingly demanding consumers who want personalized purchasing experiences and interactions list of albania consumer email with the brand have meant that the attention of brands and companies has shifted precisely to this front.
The personalization of the customer experience has thus become a determining factor and the website, one of the first touchpoints of the customer journey in which to invest.
Web Site Personalization: The Advantage of an AI-Based Strategy
Content, messages, products and much more: a strategy for personalizing a user's online browsing and purchasing experience involves multiple aspects.
The ultimate goal remains to create a website that is “tailor-made” for each individual user who accesses it, which translates for the brand into the possibility of offering engaging experiences and interactions , with significant returns in terms of loyalty and retention.
More content and a website/shop that adapts to user behavior: in a website personalization strategy , artificial intelligence and machine learning are two crucial aspects as they allow the personalization of the customer experience to be implemented in a real-time context.
ecommerce personalization strategies with blendee
From data analysis to dynamic segmentation to the delivery of personalized content and messages, AI and machine learning algorithms can regulate every step of the process.
Advanced profiling and dynamic segmentation: the first step for a successful real-time personalization strategy
As can be easily understood, the basis of a successful real-time personalization strategy is an effective activity of profiling and segmentation of one's audience .
Personal data, information regarding browsing and/or purchasing paths, data on interests, passions, needs are essential to cluster users and show them “tailor-made” content.
Blendee’s Marketing Operating System lets you collect and normalize data from multiple channels and sources to create comprehensive, real-time, unified customer views .
At the base is an identity resolution process that allows you to know, but above all, recognize each individual user and customer , in real time, thanks to the convergence and "resolution" of the different IDs attributed during the different interactions in the different channels and touchpoints .
The result? The user is offered, both online and offline, the right product or content at the right time, engaging them with personalized messages and communications, in full respect of privacy .
But what data and information can be collected and used for dynamic segmentation activities?
Let's try to analyze them in detail:
