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Don’tdostupid
personalization.
Becauseit’sstupid.
Arantformarketersandweb
peopleandecommercepros
Share:
Youknowthefeeling.
Youlandononeofyourfavorite
websitesanditgreetsyoubyname.
Nice.Theyknowit’syou.
Kindoflikegettingrecognized
whenyougointoyourlocalpub.
Feelsgood.
Thenitall
goeswrong.
Andwithinafewseconds,itbecomesclear
thattheyreallydon’tknowyouatall.
Theyknowyournamebuttheydon’tseem
toknowanythingelseaboutyou.
Duh.
TheyshoveaDr.Seussbookinyourface
justbecauseyouonceboughtonefor
yourniece.
Ortheythinkyou’reintoJustinBieberjust
becauseyouclickedonasinglecelebrity
gossiplinkwaybackinNovember.
Ortheysendyouanemailwitheight
productsyou’dneverbuyandoneyou
alreadybought.
ThisisStupidPersonalization.
Itlooksliketherealthingbutit’s…
well,it’sstupid.
StupidPersonalization
ispersonalizationthat’s
basedon.
StupidPersonalization
ispersonalizationthat’s
basedon.
Toolittledata
StupidPersonalization
ispersonalizationthat’s
basedon.
Toolittledata
That’soutofdate
StupidPersonalization
ispersonalizationthat’s
basedon.
Toolittledata
That’soutofdate
Andcollectedfromthewrongplaces
StupidPersonalization
makesyou
lookstupid.
Eventhoughit’s
tryingtomakeyou
lookclever.
Itcanactuallybebetterto
deliverageneric,one-size
poorlypersonalizedone.
Ouch.
Whichisashamebecause
Personalization
isagreatidea.
Doneright,itturnsboring,generic
customerexperiencesintocompelling,
friendly,relevantones.
And,doneright,itdrivesbigboosts
inimportantmetrics(thingslikeclicks
andviewsandpurchases).
Whichmakessensebecause
Personalization
makessense.
It’sjustgoodbusiness.
Youusewhatyouknowabouteach
customersoyoucanservethembetter.
Kindofano-brainer.
Sowhatwentwrong?
Whydoespersonalization
getsostupid?
Personalizationgetsstupid
whenyoustarveit
ofinsight.
Virtuallyeverypersonalizationplatform
isbasedonthethingsyoucanlearn
frompeople’sinteractionsonyourownsite
andwithyourownemails.
Thingslikeclickstreams
andpurchasehistories.
Butthisisa
hugelylimiting
dataset.
Here’sthething:
Peoplespendfarmoretimeonother
placesonthewebthantheydoonyoursite.
Thefewhistoricaltransactionsandinteractions
youcanseeareaverypoorindicator
ofaperson’srealinterestsandintentions.
Soyourcontentorproductrecommendations
arewrong(orkindofstale).
Inotherwords,
Personalizationisa
classicGIGOproposition.
Garbagedatain:
Garbagerecommendationsout.
Sohowdo
yougetaccess
tobetter,richer,
fresherdata?
Yougowherepeople
spendmostoftheir
timeonline.
Wheretheysharejustabouteverything
aboutthemselves:theirinterests,plans,
passions,preferencesandpeeves.
Yougoto
SocialMedia.
1)GotoyourFacebookpage.
2)Scanyournewsfeed.
doesn’tgiveanindicationof
theperson’sinterests.
Socialmediaispacked
withintentsignals.
Socialmediaisthemost
powerfulsourceofdatafor
personalizationeverinvented.
IfpasttoolsareaModelTFord,
thisisaBugattiVeyron.
Thisishuge.
massive
amountabouteveryvisitorto
yourwebsiteandtheirinterests
andintentionsrightnowbyanalysing
theirsocialmediaactivities.
Eventheoneswhohave
nevervisitedbefore.
Withinsightslikethis,
yourpersonalizationwill
neverbestupid.
Itwillalwaysbesuper-relevant
andup-to-the-minutefresh.
Buthere’sthething:
Youcan’t
bestupid
aboutSocial
Personalization
either.
Youhaveto
askpermission.
Withsimple,transparent
socialsign-in.
Andyouhaveto
separatethesocialsignal
fromthenoise.
Whichmeansyouneedto
allthatunstructuredsocialdata
andturnitintoinsight.
Andyouhaveto
separatethesocialsignal
fromthenoise.
Whichmeansyouneedto
allthatunstructuredsocialdata
andturnitintoinsight.
Anddoitinafewmicroseconds.
Andyouneedtoknowyourself.
Youhavetoingesteverything
relevantaboutyourownsite
andcontentandproducts,
soyoucangetreally,reallygood
atmatchingpeople’sinterests
Thebadnews:
peoplecan’tdothis.
ThisisBigDatainrealtime–
andit’snoplaceformanual
processesandcomplex
setsofrules.
Thishastobeautomated.
Thegoodnews:
that’swhatwedo.
We’reIntentHQand
wehavetheworld’ssexiest
socialpersonalizationplatform
forcompanieslikeyours.
Butthisisn’t
anadforus.
It’sapleaforyou.
It’sapleatostart
doingpersonalization.
Buttodoitsmartinsteadofstupid.
It’sapleatoletyourcustomers
andvisitorspersonalize
withasimple,one-timesocialsign-in.
It’sapleatoharness
thepowerofsocialmedia.
Tomakeyourpersonalizationmuch
morerelevant,granularandup-to-date.
Sopeoplelovetheexperience
andcomebackformore.
Okay,nowfortheadpart.
We’reIntentHQ
andwedo
socialpersonalization.
OurInterestRank™
technologyanalysessocialdata
andturnsitintointentsignals.AndourSocialTuning™
engineturnsthosesignalsintosuper-relevant,
timelyrecommendationsonthepage,intheemail
oronamobiledevice.
YoucandeployIntentHQanywayyoulike–fromthe
pretty-much-instantIntentHQPersonalizationBar
tofull-scaleintegrationwithyoursiteandyour
content,commerce,automationandanalyticstools.
Andyoucanlearnallaboutithere.
Thanksforlistening.
We’regoingtodo
greatthingstogether.
IntentHQ.com
Share:
We recently carried
out a study,
conducted amongst
2000 UK adults who
use social media, with
enlightening results:
OverhalfofUK
socialnetwork
usersarewillingto
sharesocialdatafor
personalizedcontent
53%
Twothirdssayingthey
onlyfollowpeopleor
brandstheyhavea
genuineinterestin
Almostathirdalsoagree
theyhavebecomemore
selectiveintheinformation
theyshareaboutlikesand
interestsonsocialnetworks
66%
Follow
Brands or
people
33%
More
Selective
Sharing
Appendix
The research also
shows the depth of
valuable data
available for digital
content and
ecommerce
personalization
OverhalfofSocial
networkusershave
sharedtheir
relationshipstatus
54%
Share
relationship
status
50%sharetheir
interests
andhobbies
50%
Share
interests
and
hobbies
35%
Share
events
attended
30%
Share
holiday
info
30%share
information
aboutholidays
35%shareevents
they’veattended
Appendix
56%
Would
login using
Social
Profile
57%
Accessing
offersand
discounts
41%
Seeing
products
basedon
interests
34%
Content
Friends
andfamily
View
When asked
what would make
visitors login to a
site using their
social network
logins, we
discovered:
Asignificant56%
confirmedthey
wouldlogintoanotherwebsite
usingtheirsocialnetwork
profileforpersonalizedcontent
Accessingoffersand
discountsonrelevant
productsarethekeydrivers
Thiswasfollowedby
productsbasedontheir
interests
Thenseeingcontentthat
friendsandfamilyhave
engagedwith,suchas
music,videosandarticles
Appendix

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