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Why You Need to Keep Powering the Personalization Cycle

by Matt Diehl  |  
December 3, 2015

Many cycles exist in retail marketing: seasonal sale cycles, product life cycles, B2B sales cycles... The list goes on. One of the common traits of these cycles is an endpoint. Seasonal sales and product life cycles end. A B2B sale gets closed. An end point is logical in most cycles, due to slowing consumer interest or pursuing new clients. In regards to customer engagement, however, the cycle should never end.

The cycle of personalization is a prime example. The main concept of this methodology is a continuous loop of "Build-Measure-Learn," which can be applied to many aspects of business. Employing software that can infinitely optimize and execute personalization on an individual basis for millions of customers is a retailer's dream.

This dream is also shared by consumers. A recent article about retailers and personalization shared a variety of statistics supporting the mutual demand for customized messaging:

  • A Marketo poll of over 2,200 consumers found 63% were annoyed by generic brand messages.
  • An Accenture study found 55% of consumers want a personalized experience on all engagement channels.

Now that we know everyone wants it, how do you power this endless cycle?

A loop doesn't loop without an energy source. Profile creation, campaign execution, optimization, and data synchronization all influence the process in their own distinctive way. One cannot work without the other, and when they all work together, the endless cycle is set in motion.

Customer Profiles

A unified ID is a customer profile that links temporary identifiers (e.g., cookies) to more permanent pieces of data like emails, phone numbers, and app IDs. You can also integrate demographic data, shopping behavior, and geographic location to build a more dynamic profile.

Let's say we created a unified ID for a customer named Ryan. Once the ID is established, the marketer only has to look in one place for all of Ryan's data. This single source of information can help a marketer personalize marketing messages to him on any channel, any time. For data-lovers, that is when the fun begins.

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Matt Diehl is digital content writer for Persio, a multichannel marketing and decisioning platform for retailers. Persio helps marketers send data-driven and personalized campaigns across Web, email, SMS, mobile app, and other channels.

LinkedIn: Matt Diehl

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  • by Angela S. Thu Dec 3, 2015 via web

    I had a hard time getting through this article because I was stopped in my tracks by the supporting data. I know that surveys and polls can’t collect data from everyone and often a sample is surveyed to provide a decent amount of data to work with, but I wanted to know what type of sample size we are talking about here. So I got some U.S. census data and estimated there be about 194 million consumers in the United States (about three-quarters of people ages 18 to 80). 2,200 of them comes out to about 0.0011 percent. But I went a little further, did some digging, and found the articles that your reference article references. The Marketo poll of over 2,200 consumers was a worldwide poll ( My bad for making the assumption this was U.S. only data. I didn’t want to do the research on the worldwide estimates of consumers, but I am pretty sure the sample just got a whole lot smaller. Then I found the the Accenture study… well, actually, I found a footnote in an article they published in 2014 ( which led me to the original global study which was done in 2013 ( In it 6,000 people were surveyed in eight countries (United States, United Kingdom, France, Sweden, Japan, China, and Brazil). So, on average that is only 750 per country surveyed. 6,000 people is better than 2,200 people, but it is still a very small sample. I tried to muddle my way through the remainder of the article, but I could no longer take it at face value. I am sure your information about how to keep the personalization cycle going is very helpful to those who want to do so, but when your authority (by saying, “Now that we know everyone wants it” you gave your resource authority) is based on far, far, far less than “everyone” I can’t believe its relevance anymore. It saddens me, too, that sources like Marketo and Accenture put out content that has such a small sample size. I am usually one to just move along when I see this kind of misinformation, but it is this type of data misuse (over generalizing, not fact-checking) that is driving a rather crazy world right now.

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