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How to Move from Stage 3 to Stage 4

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Going from Modeler to IntegratorSo you want to go from "Modeler" to "Integrator"? Here's how you can get started.

Leverage more interactive campaigns to personalize the experience

People love it when you pay attention to their actions. Create campaigns that have several ways a customer journey can branch off based on how they interact. They click on details of an event? Send them info about other events. They’re focused on men’s dress shoes? Send that guy some tie promotions. Build out a drip campaign around every possible click and lack of click, and automate it. Then your customer interaction takes care of itself. Which leads to…

Recognize a missed interaction and develop a response to it

This is very similar to leveraging interaction to personalize the experience, but instead of paying attention to the subject matter the customer engaged, now you’re building rules based on actions they didn’t take. If they don’t open an email, have a backup topic. If they open it and don’t click, you know that topic interests them, so continue the conversation. Your customer is conversing with you through clicks and engagements. Listen and respond.  

Create some more advanced multivariate testing campaigns

It’s time to graduate from A/B testing to multivariate testing. First of all, it’s more fun to say, and secondly, you’re going to learn a lot more a lot faster. With multivariate testing you can test several elements on the page at once – copy, images, colors, button placement, promotion, etc. The only qualifier is you need a lot of traffic for this to be effective, but if you’ve been implementing everything else up to now, you should be fine. Do this for emails, landing pages, display ads – anything you’re putting out there should be tested and optimized.

Start to integrate email/display/site together with analytics

If your email, display ads, and website aren’t talking to each other, it’s time to step up your game. Your reports shouldn’t be coming in in silos – you need all of that on one dashboard so you can understand the big picture from a holistic, customer-centric standpoint. It’s time to start thinking less “how is my email doing?” and more “how is John Doe interacting with my brand?”

Enable real time capture and utilization of data

This is a straight up technology buy. You can’t wait on your servers to pull various pieces of consumer data, scattered to the winds, to make a decision. You need a solution that can provide you with real-time access to the data, so that you can interact and respond in a real-time manner. Your best bet is to implement a data management platform (DMP) which can pull it all together for you – survival in the digital world requires a DMP.


[subheadline shortcode_text="Interested in the Other Stages?"]Interested in Moving Between Other Stages?[/subheadline]

[subheadline shortcode_text="Drive Profits with Personalized Experiences"]Drive Profits with Personalized Experiences[/subheadline]

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Delivering personalized experiences means having relevant, seamless interactions with a consumer across an omni-channel ecosystem. Regardless of how the consumer chooses to engage with your company, some form of personalization should be considered.

To that end, our latest white paper reviews seven of the most common techniques companies are leveraging to deliver one-to-one personalized experiences that drive relationships and develop loyalty in the areas of: brand, product marketing, experience, collateral, content, product selection, and preferences.

Drive Profits with Personalized Experiences - Merkle White Paper