Mapping out analytics can help measure, control and improve personalisation campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 13, 2020, 9:53 AM UTC

Brands must look at the ‘who’, ‘what’, ‘why’, and ‘how’ questions when planning for personalisation efforts.

To improve digital experiences, build loyalty and drive conversions, brands must build personalised campaigns with relevant messages and offers across touchpoints. Ask questions like who the target audience is and map experiences to consumer behaviour and preferences to improve personalisation.

Establish an internal Personalisation Management Office (PMO) to act as a main point of coordination across business divisions. Marketers should determine what skills, content, creatives, and data sources they require and deploy various professionals, resources and content assets available to them to enhance personalisation campaigns.

Create content goals and tie them to personalisation efforts like engagements and email sign-ups to evaluate and plan potential campaigns. Implementing multivariate testing like A/B testing is recommended to know how the personalisation campaigns are performing.

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