Personalization is critical for getting the best return on investment of our marketing efforts. We have the data showing what our consumers are using and how much time they spend exploring. We then have to turn that data into personalization that makes the buying experience feel seamless. There are generally three types of personalization including explicit, implicit, and adaptive. Explicit allows the user to customize while implicit makes changes based on user behavior. Adaptive is real time changes that sometimes allow the user to select what they want.
- Personalization makes sure that the buying experience understands the needs of the consumer. We have the data but we have to figure out how to make buying easier.
- Explicit personalization makes it so you can customize your profile while implicit understands the preferences of the user based on behavior.
- Adaptive personalization changes the behavior of the site while users are using it. By adapting quickly the buying experience should only take a few clicks.
“Personalisation or customisation simply means identifying the different individual characteristics or behaviours of the users and delivering the exact services that the consumers need.”