In this Performance Commerce Minute, Haley Mustak, Director of Martech & Personalization, shares three quick tips for striking the right chord with personalization. From knowing your audience to using real-time context and data, she breaks down what it takes to make personalization meaningful, without overcomplicating it.
Watch the full video below:
Transcript:
0:09 – Personalization when done correctly should evoke the same feeling as your favorite music being played at a party, which is an affirming sense that you’re engaging with people
0:19 – who understand who you are and where you’re at in that very moment. But I mean, if it were that easy, marketers
0:28 – and DJs would have much less stressful jobs. I think the answer is to find out who your audience is
0:38 – and understand what matters most to them at the most important points in time. I mean, you need to find out who they are
0:44 – because your audience will never be one size fits all. For every group that embraces hard bop jazz, there’s going to be another wishing
0:52 – that they were hearing doom metal, and they’re all going to be interspersed in your database, and you need to understand what matters to them
1:04 – because people are ever-changing balls of complexity based on hundreds of factors. Internal, external, intrinsic, environmental. I am not normally a fan of pop,
1:18 – but if I hear Pitbull at a wedding, I will be tearing the dance floor up. And I think the key to all of this lies in data,
1:28 – specifically the ability to take those active and passive actions and attributes from your users, really identify those trends and personas, and then just kind of iterate and tweak on your successes to really achieve those crowd pleasers across the board.