From the course: Marketing Foundations: Personalization
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Personalizing with existing targets
From the course: Marketing Foundations: Personalization
Personalizing with existing targets
- Once you have your personalization foundation in place, you can start to identify opportunities and insights for personalization. The first place to look for personalization insights is in your existing organizational knowledge. That includes what your business already knows, or thinks it knows, about your shopper, and how you can identify them in your data. That's a great place to start to find your personalization hypotheses. I call them hypotheses intentionally. These insights are going to be tested and validated. On the one side, identify who you're talking to and what they're interested in. This includes your existing personas, varying product interests, different stages in the buyer journey, seasonality perhaps. Also, different segments within the buying set, like influencers and decision-makers. Then you want to say, "okay, these are the groups of people "we believe we can personalize into, "but how do we identify them?" Because some of them will be easier to identify and…
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