How to Leverage AI and Create a Hyper Personalization Powerhouse

Bryan Karas

December 11, 2018

Marketers have been talking for years about personalization – everything from the emails customers receive, the ads they see, the pages they land on, and the content they read. We talk about how much personalization benefits the customers experience and in return the bottom line.

But how many marketers are truly leveraging personalization? Less than 10 percent…

According to a recent study from Ascends2 only “9 percent of marketers have completed the development of a hyper-personalization strategy.” Another fun finding…”62 percent marketers are either just talking about hyper-personalization or haven’t done anything about it yet.”

Now, there was a word used above that wasn’t just another buzzword in a clickbait-y title…but “hyper-personalization” actually is a thing,..it refers to personalized marketing that leverages artificial intelligence (AI) and real-time data.

You already know Bezos crushes it with hyper personalization. When Amazon sends you an email Hey [Name] isn’t the only way they personalize – they’ve collected tons of user data attributes like Age, Gender, Location, Device, and OS…and they use it.

That’s pretty good, but for Ecommerce, the icing on the cake comes with the collection of behavioral data like Brands Viewed, Browsing Time, Product Viewed, Added to Cart, Abandoned Cart, Size Searched For, Search Query etc.

And the cherry on top? Past purchase data like Average Spend, Discount Coupon Applied, Color Preference, Size Preference, Purchase Date & Time, and Device Used For Purchase.

Although the positives outweigh the negatives…there are some drawbacks to hyper personalization. It’s common to capture data about what the visitor “aspires” to be instead of who they truly are – this could mess with your product recommendations.

Marketers also have to be conscious of one-time gift purchases. If a husband buys some lingerie for his wife it must trigger something outside of the “normal model” you’ve created for that user. You don’t want to start sending him emails promoting the newest line of women’s underwear.

You have to make sure the data you collect is valuable. Now, if you are looking to dip your toe in the water than Ecommerce platforms should have some basic apps that’ll do the trick. But if you’re looking to really dive into the deep end and figure out hyper personalization you’ll need to look at some more powerful software.

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