ORC #8: Broadcast or Personalise
Brands collect a huge array of information on us – from what we tell them when we sign-up on their assets (website and app) to the actions that we take on the push channels (opens and clicks) to how we behave on these properties (search and browse) to the transactions we do. All of this data goes into one or more customer databases and gets connected together to create a unique persona, a sort of “digital twin.” All this info can be processed by AI engines to craft unique messages and journeys for us, with recommendations on what to buy next and personalised digital boutiques awaiting when we visit the digital properties.
This is the theory. And yet, even after all these years of scanning our digital footprints, brands are still unable to do the hyper-personalisation that treats us as uniquely rather than part of a mass or even a segment. We still get blasted with irrelevant messages broadcast to the entire base. At times, even the personalised messages do not account for our actions on other parts of the site. I recently bought a physical copy of a fiction book from Amazon. A few days later, I was sent an email to buy the Kindle version of the same book! I cannot think of too many people who would buy a physical AND digital copy of the same fiction book.
While the first step in the process is a customer data platform (CDP), the second step is gathering zero-party data (ZPD) – information volunteered by customers.
I wrote in How Velvet Rope Marketing can transform Customer Loyalty: “The first step in using VRM to anchor a transformation in customer loyalty is to collect all the customer data into a single unified database. Data can come from multiple sources – one needs to look at all the touchpoints that a customer has with the brand… The key point is to collect all the data to help build a unified view of a customer which is the foundation for all customer engagement activities. With a CDP in place, the next action of calculating CLV can be done.”
I wrote recently in Martech in 2023 will be the Year of 4PO: “As customers, we love content and experiences curated just for us. And yet, there is a big gap in what brands offer. What’s missing is the data and analytics which are at the heart of crafting unique experiences for every customer… Zero-party data can improve personalisation which first-party data simply cannot.” I had written previously in Loyalty 2.0: How Brands can Tokenise Customer Attention and Data: “Every customer is different. While segmentation is better than mass communication, what’s even better is hyper-personalisation. For this, brands need to aggregate data and then use AI-ML to discern patterns to recommend the next best action to customers. Data today is collected from actions done by customers on the brand’s communications (push messages) and properties (website and app). A trick that marketers have missed is the simplest one: asking customers directly.”
Zero-party data gathered via incentives and interactive hotlines combined with a CDP to centralise all collected data to ensure AI-ML engines can work effectively is the foundation to predict next best actions and create 1:1 personalised experiences which delight customers and drive more transactions.
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Conundrum: how to collect enough data to personalise digital experiences
Insight: zero-party data is the best because customers tell the brand about their likes and wants
Solution: combine ZPD and CDP with machine learning for hyper-personalisation at scale

