From the course: Marketing Foundations: Personalization

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Integrating personalization platforms

Integrating personalization platforms

From the course: Marketing Foundations: Personalization

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Integrating personalization platforms

- Getting your personalization technology right is important to enable your strategy. The first step in laying your personalization foundation is to integrate your personalization data. You'll want to make sure all of the tools are set up correctly to share data with each other. There are two types of data to consider. One is your exploratory data. This may include research studies, user test findings, general web analytics insights, et cetera. I'm talking about the data you collect that may be qualitative or quantitative which give you your insights and drive your personalization hypotheses. You'll want to leverage your understanding of your existing personas, your business, customers, and industry, as well as any heuristic analysis you've already conducted to begin testing personalization experiences. The second type of data is dynamic. Live data about your individual users that help your personalization system create their individual experiences. Ideally, you'll end up with a…

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