Personalization using Adobe Experience Cloud - e-commerce, personalization, analytics and Real-Time CDP (Consumer Data Platform)
Customers digital experiences (Digital Experience) with brands must follow trends. They have to because customers are used to it. If your company is to succeed, this trend cannot be ignored. Adobe Experience Cloud provides the following opportunities for your company, but also for your customers:
- Personalization based on real-time data
- Unified data architecture
- Consistent content supply chain for customers across digital channels
- A single provider that provides all the tools you need to work with your customers in digital channels
Personalization
We start the conversation with personalization. To begin with, it's good to know what customers' expectations are and the implications of personalization implemented correctly. A study by consulting firm McKinsey says that 71% of customers expect personalization. Interestingly, as many as 76% of those surveyed are frustrated by the lack of it.
Turning to the consequences of personalization, we cannot use percentages in a simple way. The ratios are so large as to be surprising. 10x increased conversion, 8x higher turnover on a single customer and 9x better average order amount. The conclusion is one. Personalization is a must.
Pragmatically looking towards the implementation of personalization, we must start with data. Data is the foundation on which we build intimate customer experiences with an online store. Experiences called personalization. This is usually where the problem arises.
It lies in the fact that information is scattered and often found in silos. Social networks, customer profiles, information from internal systems, online advertising systems, and so on and so forth. It's not easy to connect all of these sources, and it's not easy to tag the information that's in them properly so that you know exactly who it relates to.
The idea of personalization is based on 3 simple steps:
- Customer data
- Building a consistent customer profile
- Activating
Three basic steps of personalization in e-commerce/ monogo.pl
Learn more about: The power of personalisation in e-commerce
A 360-degree view of the customer
What we need is a 360-degree view of the customer profile. In this case, Adobe Experience Cloud comes to the rescue, which, thanks to applications such as Adobe Analytics, Adobe Real-Time CDP, Adobe Commerce (Magento) and A/B testing, allows us to unify all the customer profile information we have. Integrations are an important aspect. Thanks to built-in connection modules, we can also retrieve information from external sources, such as analytics and advertising systems. From there, it's only a step to utilize the IT department and enrich the data you already have with those from your company's internal systems.
With a 360-degree view of the customer, we basically have the first step to personalization taken care of.
Consistent customer profile
We have connected multiple sources and are collecting customer data. It's time to see in what context the customer exists (or, in other words, lives). When working on personalization projects, we at Monogo pay attention to the following aspects of customer behavior and context:
- Behavioral data (for example: emails opened, what ads the customer clicked on, what videos he watched, etc.),
- Commercial data (for example: what products he watches, what purchases he has made - online/offline, what products he returns, etc.),
- Customer data (for example: gender, age, address, phone, etc.),
- Segmentation - what segments the customer qualifies for based on their activity,
- Preferences - how to build trust in the brand.
Activation
Having a consistent customer profile, we can proceed to perform activation. Activation, which involves following the customer's voice and actions. So as to provide him with relevant content throughout the path where he interacts with your brand.
At this point, it is worth mentioning some basic elements that are part of personalization:
- Product recommendations,
- Targeting for a customer or content segment in an online store,
- Personalized search results.
It is important to remember that unlike traditional (offline) channels, in online it is the customer who decides when, where and how they will be involved in the buying process. We don't have physical contact with the consumer where we can establish a buying and selling relationship with them. In the digital world, we need to be aware, shopping our customer does things differently.
The path to cart fulfillment is more complicated. The first contact with a brand and product can be made in many places. It could be a video, social media, a search engine ad, a blog post or a recommendation. With properly constructed personalization, each of these places is properly monitored and provides its share of information about the consumer. Later, this information is used for activation. In delivering relevant content.
Monogo - your partner in personalization
This is just the beginning. Personalization can be achieved to some limited extent with little effort. However, even for this first step you need to prepare. We're happy to help with that. Because we love to see e-commerce growth in our Business Partners.
Contact me to learn more