This sponsored post is produced by Gigya. 

Lets face it: Consumers are overwhelmingly inundated with new products and brands each day. As conflicting brand messages flood across consumers’ screens and minds, personalization continues to play a growing role in creating the types of meaningful, memorable user experiences that drive conversions.

However, as a marketer, you know all too well that the question of how to effectively implement a marketing strategy that incorporates relevance and personalization is far from simple.

Your Four-Step Path to Personalization

To start building engaging user experiences, you’ll need to craft a personalization strategy and adopt the right tools to responsibly and collect and apply consumer data to your brand experience. This eBook lays out the following four steps to personalized brand experiences, citing real-life examples as inspiration:

Step 1: Establish Consumer Identity – An identity-based view of consumers enables your brand to break demographic stereotypes and hypothetical personas to personalize user experiences based on consumers’ individual interests, actions, and behaviors. Social login is a great solution for reducing barriers to registration and capturing rich customer data in a safe, unobtrusive way.

Step 2: Get a Single Customer View – Break down data silos across your organization by implementing a master database that offers a single view of your audience. This database should have the ability to reconcile and index both structured (email, name, etc.) and unstructured (relationships, Facebook likes, etc.) data from multiple sources in real-time.

Step 3: Reconcile Profile & Behavioral Data – A single customer view enables you to tie consumer profile data, such as relationships, birthdays, and interests, to on-site behavioral data, such as discount redemptions and checkouts. This lets you identify and tailor your messaging to speak to the types of characteristics and behaviors that drive revenue and KPIs for your business.

Step 4: Turn Data into Action – Offer marketers an actionable view of end-user data housed within your consumer identity database via a user-friendly, web-based dashboard. Give business leaders the power to easily run queries based on any number of user attributes and strategically build custom audience segments to reach consumers with relevance at scale.

For more information on how eCommerce brands are turning unknown shoppers into known customers and driving shopping cart conversions, download our new eCommerce eBook.



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