Marketers: Which Personalization Tool is Right for You?

[24]7.ai | September 20, 2018

Today’s customers want to feel like the brands they do business with care about them. One of the most effective ways for companies to achieve this is through personalization – providing customers with offers and content that are catered to their personal tastes and interests. But personalization isn’t just for the benefit of customers:

  • 77% of consumers have chosen, recommended or paid more for a brand that provides a personalized service or experience.(Forrester)
  • 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions they’ve had with the brand. (Marketo)

A number of marketers are having a hard time keeping up. A study by Adobe found that 77% of marketers understand that personalization is crucial, but 60% report it’s a challenge to properly execute. Thankfully, there’s help out there.

There are plenty of AI-powered software solutions on the market that marketers can use to connect with their customers and deliver personalized content, product recommendations, and targeted promotions in real-time - but not all solutions are created equal. While most solutions offer the same core capabilities, vendors begin to differentiate themselves by offering more advanced capabilities, which can include things like:

  • Real-time test optimization (personalization campaign execution)
  • AI-based recommendation engine
  • APIs for third-party data import and export

If you’re ready to put a personalization platform to work for you, make sure you’re choosing a solution that will perform the way you expect. To help you make the right decision, MarTech has compiled a comprehensive comparison of the top personalization solutions available on the market.
Download your copy of Enterprise Personalization Tools: A Marketer’s Guide.

Read on to see how [24]7 Personalization compares to other solutions.

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How does [24]7.ai Personalization Stack Up?

Not only does [24]7 Personalization offer all the core capabilities that are vital to success, we provide a number of additional capabilities, making us one of the most comprehensive Personalization solutions on the market. Why do the extra capabilities matter? Read on to find out.

OMNICHANNEL PERSONALIZATION

Website, mobile and email are three of the most important touchpoints in your customer experience. Our omnichannel capabilities allow you to recognize your customers, regardless of screen or device they’re using, and personalize their experiences accordingly. This is essential to providing the consistent, effortless experiences that today’s consumers expect.

TESTING

Some offers and campaigns are more successful than others. Our platform makes it easy for you to find out what works. We use the power of AI to remove the limitations and complexity of A/B/n testing, with options that include:

AI-driven multivariate test

  • Optimization algorithms dynamically triangulate predicted intent, contextual signals, and creative variants to drive business goal performance.

AI-driven multivariate test

  • est creative or dynamic creative variants to optimize by targeting attributes such as product, weather, location, day-of-week, time-of-day, etc.

AUDIENCE SEGMENTATION

Not all products are relevant to all your customers. It’s vital that you understand this and differentiate offers to different customer segments (i.e. customers in California probably aren’t as interested in parkas as customers in North Dakota might be). With the [24]7 Personalization platform, you can take segmentation a step further by incorporating other relevant factors, including previous purchases and/or browsing history, and even preferred device, giving you a better understanding of who they are in order to speak with them in the most engaging, relevant way possible.

AI-BASED RECOMMENDATION ENGINE

Without AI, recommendation engines are virtually useless. AI is essential to helping you predict customer intent and personalize unique offers in the moment, rather than after the fact. Our AI-powered recommendation engine enables you to:

  • Identify the optimal creative variant for the target customer based on real-time analysis of context, intent, propensity to convert, channel, and time
  • Use customizable machine learning models to determine next best upsell offer and next best action
  • Incorporate offline and online sales data as well as geographic and proximity-based location data to personalize for cities, regions, stores, etc. (for CPG and retail industries)

BEHAVIORAL TARGETING

The way a customer browses your website, even their previous purchasing behavior can offer valuable insight that will help you create ads that are most relevant to them and their interests. Our personalization solution uses machine learning models to predict intent signals from omnichannel, in-the moment interactions throughout the customer journey (including display, search, web, mobile, and email.) They can also predict next intent and likelihood to convert, enabling you to deliver the perfect message at the precise moment they’re likely to engage.

THIRD-PARTY SOFTWARE INTEGRATION

To truly understand your customers, you need data. Lots and lots of data. Having as much information as possible about things like previous purchases, interests, browsing habits, device preferences, geography and demographics will help you perfect your personalization tactics much faster.

Our platform offers native integration with a number of leading third-party platforms, including measurement partners, data onboarding, and identity platforms. We also offer flexible data architecture for importing any customer data by a direct upload.

If you’re ready to embrace the power of personalization, make the right decision. Get a detailed comparison of the top Personalization solutions available on the market. Download your copy of MarTech Intelligence Report: Enterprise Personalization Tools: A Marketer’s Guide.