How to develop a hyper-personalization strategy?
Posted: Thu Feb 20, 2025 10:54 am
In some ways, most AI platforms built to enable marketing hyper-personalization work in a similar way.
But it’s important What matters is how the marketer uses them to create hyper-personalization strategies. And there are four steps involved:
1) Real-time data and long-term data collection
The first step in the process of developing a hyper-personalization strategy is collecting relevant data about your customers.
In general, the types of data needed fall into two categories: quantitative and qualitative data:
Quantitative : includes all information about how the individual interacts with the business
Qualitative : relate to customer motivations and feelings
2) Customer segmentation using customer data
While true hyper-personalization targets each customer colombia mobile database individually, the process still requires creating customer segments (for group-level messaging).
Learn more – Customer segmentation: effective techniques for your business
So the next step is to create these customer segments, preferably by creating the smallest groupings possible. Using the data collected in the first step, segment customers using data points such as:
Brand interaction history
Purchase history
Demographic data
Location
Average cost
Satisfaction rates
There are, of course, countless types of customer segments you can create beyond these six. But the important thing is to work on defining your segments down to the smallest possible groups. Doing so will also make your standard personalization more effective.
3) Targeted journeys
With your segments complete, the next step is to create targeted journeys, mapping out the steps a typical member of each segment takes on the path to a purchase.
This information will help inform where targeted nurturing can help keep each segment member moving toward a sale or other desired conversion activity.
But it’s important What matters is how the marketer uses them to create hyper-personalization strategies. And there are four steps involved:
1) Real-time data and long-term data collection
The first step in the process of developing a hyper-personalization strategy is collecting relevant data about your customers.
In general, the types of data needed fall into two categories: quantitative and qualitative data:
Quantitative : includes all information about how the individual interacts with the business
Qualitative : relate to customer motivations and feelings
2) Customer segmentation using customer data
While true hyper-personalization targets each customer colombia mobile database individually, the process still requires creating customer segments (for group-level messaging).
Learn more – Customer segmentation: effective techniques for your business
So the next step is to create these customer segments, preferably by creating the smallest groupings possible. Using the data collected in the first step, segment customers using data points such as:
Brand interaction history
Purchase history
Demographic data
Location
Average cost
Satisfaction rates
There are, of course, countless types of customer segments you can create beyond these six. But the important thing is to work on defining your segments down to the smallest possible groups. Doing so will also make your standard personalization more effective.
3) Targeted journeys
With your segments complete, the next step is to create targeted journeys, mapping out the steps a typical member of each segment takes on the path to a purchase.
This information will help inform where targeted nurturing can help keep each segment member moving toward a sale or other desired conversion activity.