Personalisation isn't enough - Get up close and contextual instead
Are you failing at delivering contextual experiences?
Published 17:00, 27 November 12
- Will you go with a rules-based, automated, or hybrid approach? Automated processes display content or offers based on automated filtering of numerous, while rules-based approaches rely on business users to manually enter in rules. Hybrid approaches use both rules and automated filtering to deliver relevant experiences. Different technology solutions are better at supporting one or the other or both.
- Will you “push” or “pull” content? Will you need to align technology around an authenticated experience (pulling preferences from a customer’s profile) or a non-authenticated experience (pushing content onto a user based on situational factors)?
- How will you handle cross-channel contextualisation? There’s so much data out there, but most organisations are collecting it in channel siloes. AD+D pros can take a leading role here in aggregating data across channels to create a 360-view of the customer and deliver even more contextual and relevant experiences.
- What technology solutions will you use to support contextualisation initiatives? Many technologies —some of which you already own— support different aspects of web contextualisation (e.g. web content management, recommendations engines, site search).
Building contextual mobile apps have their own concerns, and will require AD+D pros to decide on a technology approach that best suits their mobile app development goals.