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How to Move from Stage 4 to Stage 5

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

Leverage an automated decision orchestration engine

It’s time to bring in the big guns and let the robots make faster, better-informed decisions than your soft, irrational brain could ever make. Decision orchestration platforms, or DOPs, are a huge difference maker if you have enough data and personalized outcomes to implement. Some examples include Adobe target, IBM Unica, and Rich Relevance.

Incorporate attribute targeting for decisioning

You’re not worried about segments or broad demographics for your targeting anymore. You’re past catering to the masses. It’s time to focus on individuals with attribute targeting. Match your offer to the attribute (e.g., child who plays soccer gets color-safe bleach) and don’t be afraid to get creative. There are four types of attributes to consider: attitudinal, descriptive, behavioral, and interaction.

Develop modular content

Instead of creating ten different emails for different audience segments, create several components – a few messaging bodies, one area promoting a specific product, one area promoting an event, one area promoting a newsletter, a few different images, some different call to actions, and let the decisioning engine piece together which people should get which elements. It’s less work for you and will be much more effective.

Integrate both online and offline engagements

You already have your email, display, and website messaging working together – now it’s time to synchronize your offline messaging. Get your direct mail, TV, and out of home on the same page, serving the same message to the same people. Use unique identifiers like phone numbers and landing pages to track campaigns. Ideally, you’ll know when someone sees something on the web and calls the call center so they can continue the conversation with known information about that customer. Channels and media need to talk to each other so everyone is on the same page.

Develop some attribution models

The days of last-touch attribution are over. Sure, maybe that email made the sale in the end, but you have to consider all the impressions and interactions the customer had before finally clicking that email. Connected attribution gives everything a point-based score so you can see how a customer’s journey unfolded into that ultimate sale.

Define your approach for integrating all channels and start the integration path

The most important takeaway from all of this is that the customer needs to be the focus – it’s not about how channels perform, it’s about how the individual customer interacts. Make sure you integrate all channels. Easier said than done, but the first step is defining what that approach looks like. 


[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