Personalization Talks #12 with Vadim Mamedov
Vadim Mamedov, Partner at Insider, shares the significance of user data, preferred geo-personalization strategies, and tips for assembling the personalization dream team.
In Personalization Talks #12, we speak to Vadim Mamedov, Partner at Insider, a top-rated personalization engine according to G2, working with customers like L’Oréal, Samsung, GAP, Virgin, Santander, and others.
This interview will delve into the significance of user data, Vadim’s preferred geo-personalization strategies, and tips for assembling the personalization dream team.
Why do companies need to implement and use personalization?
Customers’ expectations have radically shifted from getting a seamless product experience to the point that they expect a personal one-to-one digital experience that mirrors the typical level of personalization they receive offline.
Most customers have grown accustomed to digitally personalized experiences from their content recommendation, product recommendations, dynamic news feed, and social network.
Customer expectations have risen so high that businesses that want to improve their products and services are changing their strategy to address this need directly.
Most business and technology marketers name personalization as a top investment priority.
Personalization matters as a performance driver because it quickly gets each consumer to your desired location with the fewest unwelcome detours. Data-backed facts aside, it’s that intuitive online capability and touch that customers can feel.
This perceived proximity, or customer intimacy, creates a more reliable connection that your customers will come back for time and again.
What is your favorite personalization example?
I like how streaming services like Netflix and Spotify handle personalization.
My favorite ones are companies that use geo — personalization. For example, how do airlines do it when a passenger, arriving at the airport upon departure, receives various offers to improve the ticket class or rent a car at the destination?
Or I will give another example that some e-commerce retailers use. If the buyer passes by the store, he can receive a message on his mobile phone or messenger with a reminder of the number of bonus points and an offer to spend them right at the nearest retailer’s store “around the corner.”
All in all, I’m a fan of geo-hyper individual personalization.
What is crucial to take in mind working with personalization?
Firstly, define your personalization goals.
But now, you can’t do that without the correct data. To clarify, the more visitor data you have, the more personalized content you can create. Customer data is the key to delivering personalized experiences and knowing them intimately enough to begin trying to meet their needs and even predict what they might want at a particular touchpoint.
From what do you recommend companies start working with personalization?
There are several vital things you need to do to prepare a personalization project for a start:
- Understand your customer and apply segmentation through first-party data
- Understand your most important customer journeys and the pain points on these journeys
- Identify key pain points and critical metrics
- Define your strategy and priorities in 1 + 2 + 3
- Build campaigns on 4 (but avoid deep segmentation initially)
- Measure and optimize (cycle)
- Tips
- For quick wins: apply industry best cases/learnings
- Start small. Don’t let perfection get in the way of progress.
Which roles in the company should be involved in the successful personalization project?
Let’s take a look at the other roles that make up the personalization dream team when considering the option of running an entirely in-house personalization program:
- Business sponsor — this is your C-level champion. That acts as a bridge between your personalization team and the wider business.
- Full-Stack Marketer — a key player who wears many different hats. A full-stack marketer knows the business inside out. They are on top of competitors, trends, and more and have the tech skills to get the job done.
- Optimization Consultant — a typical growth hacker who understands the basics of testing and personalization, has a firm grasp of analytics, and has excellent problem-solving skills.
- Content Writer — crafting perfectly tailored copy that converts is an art form. Your content writer fully understands your audience and knows how to engage them. From button text to push notifications, they’re never lost for words.
- UX/UI Designer — a significant part of the shopping experience is how your users navigate your website and how it visually aids them in their journey. A UX/UI designer can research and build customer journeys and effectively translate them into visually attractive user interfaces.
- Data Scientist(s) — a data scientist can implement Al-powered algorithms and Machine learning technologies, make sense of your data, create segments, and deliver personalized experiences across all your digital channels.
- Javascript Developer(s) — typical front-end developers who can code your client-side experiences. Think of all those cool hello bars, offers, coupons, or product page interactions. These all fall under the scope of JS developer.
About Insider
Insider — one platform for individualized, cross—channel customer experience. Connects data across channels, predicts future behavior with AI, and individualizes experiences from a single platform with the fastest time to value.
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