How to Reach New Heights in Personalisation with AI
Off course personalization is more than addressing customers by their first name in emails. Adobe has great tools to bring your customer, not just personalization, but a personalized experience.
Personalization
Adobe’s tools provide a solution to 5 of these struggles many companies today are fighting:
- Collecting too much data from too many sources
- Process data quickly enough to act on it on time
- Struggle to collate, structure and integrate data in a meaningful way
- The lack of capabilities or talent to effectively manage our data
- Data is stored in too many different systems
1) Collecting too much data from too many sources
With Adobe Analytics, you firstly have a solid tool for accurate web analytics. Free tools are usually less accurate, especially if your site has a great amount of visitors.
Google Analytics for example will use data sampling to compress large amounts of data, making it less accurate. Secondly, you have a tool for marketing analytics: you can plug in data from any channel, proving you with a real-time 360-view on your clients.
2) Process data quickly enough to act on it on time
Collecting customer generated data for analysis is great. Even better would be, if you could let AI and machine learning dig into your data to find anomalies, correlations, significant events, … and thus customer insights on the spot.
No more asking your intelligence department to do it for you. Adobe Sensei can do that for you.
If you fix this up with Adobe Target, you’re set to provide every customer a relevant and personalized experience.
If for example your Sensei found that customers who visit page x and y and stay for an average of x minutes on your site, usually order after x-amount of time: you could decide to offer some banner ads at that particular time on the prospects Facebook-timeline.
Note that including external channels like Facebook, would also need you to adopt the Audience Manager DMP.
You wouldn’t waste money on poorly targeted banner ads and customers feel more understood by your brand.
3) Struggle to collate, structure and integrate data in a meaningful way
With Adobe Campaign you have customers’ entire customer journey at hand. Use your enriched customer data to reach them by their preferred channels: email, app, phone, …
4) The lack of capabilities or talent to effectively manage our data
Data scientist profiles are hard to find. Adobe provides a solution accessible to marketing analyst profiles, which solves an issue in the job market.
5) Data is stored in too many different systems
With Adobe Experience Manager you can save all your banners (on or offline!), copy, landingpages, forms, … in one place.
This way you make sure your content supports a personalized and coherent experience for your customers or prospects.
Yes, this way a commercial talk about Adobe products. For anyone who was curious as to what the best (and most expensive?) in the market has to offer, this was a great lunch-seminar.
