Personalization – How much do you understand your customer?

Every day we are trying to better understand our customers. Directly or indirectly. Consciously or unconsciously.

All marketing activities that are organized for us, all the offers that we receive on our emails, apps, banner ads, billboards on the bus stations, hidden messages in the last movie you watched or message to buy pairing product. All these marketing activities try to show that they understand your preferences. Or they try to persuade you that the product they represent is the product you are looking for.

In lates research,

59% of consumers say that the website and email personalization influence their shopping decisions. – Infosys

77% of consumers have recommended, chosen of paid more for a brand that provides a personalized service. – Forrester

78% of the consumers will only engage offers if they’ve been personalized to their previous brand engagements. –

Don’t be the aggressive capitalist

Unfortunately, this massive marketing approach doesn’t always work. Actually mostly doesn’t work in your favor.

Lately, we notice that massive marketing doesn’t only work in selling your product, but on the contrary, it works against you. Making your product look like a cliche and your company another aggressive capitalist who is trying to sell everything to everyone.

Give specially tailored product offers

Modern people want to use exclusive products that make them feel special.

Nowadays, people are busier than ever before. They are all trying to do more in less time. On top of that, we are all swamped with all kinds of ads and marketing messages, relevant and irrelevant, more than ever before.

It really helps when someone gives us the right information at the right time, without us even asking for it. Then you really got our attention. Then you make us stop from hyper multitasking and make us hear you.

This is where personalization comes in place.


The main task of personalized marketing offers and campaigns are to give you just that. The right information at the right time before you even ask for it.

At this time, marketing personalization is your best friend. Really.

Sadly, personalization is not used as much as it should be. And most of the times it’s used the wrong way or incomplete.

How marketing personalization should be used?

Not trying to personalize anything – mass emailing

How many times have you received an email starting with “Dear,” where the name is completely ignored. Or “Dear Sir/Madam”? How did you feel after reading the first line?
I’m sure, not excited. This is an example of no personalization.

Not completely personalized

The second attempt is when you receive an offer that includes your name and the explain that based on your previous interest they send you the specific offer. You continue reading and indeed they send you few interesting offers, but then there is a ton of useless offers that clutter the space and make you feel agitated and overwhelmed. This is a partially personalized offer that its creators got too excited to make upsell and cross-sell to soon.

Proper personalization

The third day you receive an email with a very concise subject. You open it and you find few offers in it. Most of the offers are of high interest for you and you click on one of it.
On the website, you see information that is really useful for you. You don’t notice any unnecessary information that feels strange and makes you confused. You trust this company and you buy their product confident that you will be happy with it.

After you order the product, you receive follow up email with explanation how to use the product and inside there is a subtly packed up-sale offer, that complements the product you already purchased.

When you visit their website again, you don’t see the same offers you saw before purchase.

Now you feel that the website understands you and serves your needs, truly.

This is proper personalization executed right.

Personalization is not new, but implementing personalized offers is not old. With the popularization of big data, machine learning, and predictive analytics, personalization become an interesting topic again, offered many times as a pre-packed solution from many marketing platforms like Adobe, Marketo or Optimizely

I personally have extensive knowledge in building personalizations using Adobe.

You don’t need to own expensive marketing platform to use personalization for your brand offers

Luckily, personalization can be achieved with free tools like R, Python, and Knime. In fact, all expensive marketing platforms for personalization are running Python or R in the background in most of the cases.

You just need a data scientist that will create the personalization predictive models for you.


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