Personalization: Why Big Data is Only Half the Answer

November 26, 2015
1 mins read time
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Personalization is one of the hottest topics among marketers right now. The promise of personalization is enormous: brands that create highly relevant, targeted communications for individual customers do a better job of creating meaningful 1:1 relationships, which means greater loyalty and lifetime customer value.

Sounds great, right? It’s the stuff marketers’ dreams are made of. And now that we all have Big Data in our back pockets, we have the raw materials we need to create hundreds—even thousands—of incredibly granular, exquisitely targeted customer segments.

But when it actually comes time to execute personalized campaigns, things get a little more complicated. How can you possibly create enough high-quality content to address every customer’s particular combination of background, interests, and history with your brand—and keep your communications fresh at every touchpoint throughout the buying journey?

Big Data, Meet Big Content

All the content you need is already out there—millions of customers are publishing posts about their brand experiences every day. With powerful aggregation and moderation tools at your disposal, you can easily collect, sort, filter, and curate a steady stream of fresh, high-quality content related to your brand. As an added bonus, consumers tend to find content created by other consumers more authentic and trustworthy than content created by brand marketers.

At the recent TDS North America event in Las Vegas, Stackla co-founder and Chief Product Officer Peter Cassidy’s keynote focused on how travel vendors can use tagging to match Big Content with micro-segments created using Big Data. Using this technique, marketers can dynamically match relevant content to millions of customers and deliver it to the right touchpoints—in either owned or paid media—at the right time.

Watch Pete’s keynote here:

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