Martin Wallace
Martin Wallace 13 March 2015

3 Problems With Personalisation And How To Solve Them

A truly personalised experience is something coveted by both modern marketers and their consumers. And rightly so.

The truly personalised experience is something coveted by both modern marketers and their consumers. And rightly so.


What’s the point in communicating irrelevant messages to people whom the message doesn’t apply? It just wastes everyone’s time. The same goes for communicating the same message to everyone.


No one wants to be treated as a number, a face in the crowd, a cog in the works to be replaced as and when the machine operators deem it necessary. Likewise, if marketers can create an architecture around the constant streams of data that surround their brand, they can automate triggers and communicate meaningfully with millions of prospects and customers at once. Surely that is far more likely to drive success?


This Holy Marketing Grail of Personalisation is neither as easy to achieve nor as actively pursued as it should be. Why not?


There are three challenges surrounding personalisation:


Data Silos

Customer and prospect data is held in disparate silos across the organisation, making it impossible to leverage the available information for an optimal personalisation strategy.


Lack Of Data Focus

Marketers are focusing on the message rather than the inherent data problem, leading to a leaning towards broadcast-style messaging.


Brands Are Lagging Behind

The customer operates in the moment, in the now… in ‘real time’. Personalisation is too often dependent on historic events, which means messages are being created and sent that are based on information that is now obsolete, or even irrelevant.


At Innometrics, we believe each of these problems can be resolved most easily through the use of profiles in marketing campaigns:


Break Down The Silos

First, a profile contains both static and dynamic information, and is held centrally across all platforms. The profile itself can then be shared with any messaging platform to empower better, more relevant and timely communication with not just customers, but prospects.


Focus On The Data, Not The Message

Second, since profiles consolidate the data across these formerly disparate silos, marketers can move away from a broadcast mentality towards a targeted conversation. Profiles also go beyond historic data and incorporate evolving data streams, opening the door for anticipation of behaviour through predictive analytics, not only web analytics.


Solve The Problem Of ‘Now’… Now!

And finally, all of the information stored within a profile can be made actionable in real time. More than a single view of the customer, a profile enables you to do something with that view, immediately.


I believe profiles solve all these challenges and more, trumping a single customer view with the ability to act on the insight in real time. Add to that the allure of incorporating predictive data, and even external influencers (such as weather data) and that’s one rich customer profile.


Originally posted here.


FREE EVENT: Join Digital Doughnut in London on March 31st, 2015 for an evening of networking with speakers reviewing Digital Transformation

Read More on Digital Doughnut



Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 Things Every Company Website Should Include

7 Things Every Company Website Should Include

What elements to include in your company website? This is the first question you should ask yourself before you start designing the site. We’ve shortlisted the following essential elements every business website must have to effectively engage with customers.

simon walker
simon walker 20 February 2017
Read more
8 Tools For Automated Social Media Marketing

8 Tools For Automated Social Media Marketing

In today’s era, marketing online without using the instruments of social media is like using a bucket without a bottom. Social media is your salvation to improved visibility, reach and exposure, the one thing that will fill the vacuum and kill the friction in your marketing efforts.

Paul Simmons
Paul Simmons 13 February 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Infographic: Direct Mail vs Email

Infographic: Direct Mail vs Email

In the past direct mail has been referred to as dead. So we decided to do some research and compared direct mail to email marketing, it's digital alternative.

Rosie Niblock
Rosie Niblock 15 February 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more