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The Science & Opportunity of Behavioral Personalization

by · Jul 26, 2016 · 121 views ·

“Personalization” is overused – in order for the buzz word to have meaning again, marketers need to change their approach. To accomplish this, it’s necessary to start with how each company has its own unique business and objectives to individualizing customer experience. However, that’s not enough for Behavioral Personalization, the science of instantaneously and individually providing customized content to an individual prospect. Behavioral Personalization requires vast amounts of data, pattern recognition, and performing manifold computations at incredible speeds to produce a nuanced understanding of human behavior. Obviously, it’s a bit challenging for a single human to accomplish, so artificial intelligence platforms are key. Fortunately, behavioral personalization is becoming more accessible: competition in the space is driving vendors to offer lower prices and more flexible payment models while consumerization is making the technology usable by the layman, as opposed to just the massive companies like Facebook and Amazon. After attending this session, attendees will be able to: - Understand the value proposition machine learning delivers to content customization. - See how Behavioral Personalization multiplies user acquisition, engagement, retention, and monetization by as much as a factor of 10. - Understand how customer experiences personalized with content based on the ever-evolving picture of each individual, and sent at the correct time and through the individual’s preferred medium, will likely elicit the desired engagement.

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