Taking Personalization A Notch Higher With Machine Learning
So far Marketing Automation was the standard practice to personalize marketing message. Sending right message to the right customer at the right time and channel. But, CMOs and Digital Marketing Executives who are already using marketing automation wonder if this kind of personalization is actually working?
In B2B segments, pre-defined personas work to an extent. But as more data is accumulated and analyzed things tend to blur. It makes one wonder if more personas exist; if more behaviors exist; and if more audience segments exist.
Besides, Marketing Automation is found useful only in middle of the sales funnel, when we have enough individual digital signatures. Machine Learning on the other hand, can help resolve most of these personalization problems across the funnel.
How does machine learning takes personalization a notch higher?
Machine Learning uses either company’s historical data or trains based on the building data sets. For instance, traditionally a marketer had to define personalization as “If Customer X is looking of a mixer-grinder, then send email with information regarding brand Y”.
A machine learning model however, learns and micro-segments each individual and then chooses the right message, offer, channel, and also decides on the time to send the message.
The machine algorithm is built to learn micro-details such as online behaviors, clicks, email opens, channel affinity and other actions to determine individual segments and personalization.
The other exciting part of machine learning is that, CMOs can now identify new segments, personas and behaviors to tailor and design new content and offers for customer in the top of the funnel which market automation finds it difficult to address.
At Arin & Human we are relentless in our search for opportunities that Machine Learning, Data Science and AI can bring to our clients. Visit A&H to learn more about our efforts.