Chief Marketer Features Pete Moloney Article – 4 REASONS TO MAKE PERSONALIZED MARKETING ANALYTICAL

Posted on September 20, 2016 by Loyalty Builders

Adult King Penguin (Aptenodytes patagonicus) standing amongst a large group of nearly fully grown chicks at Volunteer Point in the Falkland Islands.

Personalized marketing sounds a dream come true—if you can send each customer exactly the right message at exactly the right time that gets them to buy more, you will by definition maximize revenue.

The trick, of course, is figuring out what message to send and when. For that, you need some sort of advanced analytics to predict customer-buying interests and inclinations. The problem is that’s impossible. Each individual customer and their context is too complex to predict interests or behavior with any real certainty. So what can be done? We can start by understanding these four key facts:

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