Top 4 tips for succeeding with personalization

2016/11/24

As a publisher, you continue to face an ever changing business landscape that continually presents new challenges; and the newest challenge is fairly complex: How do you create a sustainable digital business model? One strategy that can be used to engage, convert, and monetize digital audiences is personalization.  It’s true that a strong personalization solution involves technology, but that’s not the only thing: at the heart of it lies strategy.  Here are our top four tips for succeeding with a personalization project:

  1. 1. Creating Goals and Use Cases
  2. 2. Gathering Data
  3. 3. Analyzing Your Audiences
  4. 4. Forming the Right Team

Create goals and use cases

At the very beginning of your journey, you’ll need to determine your goals and use cases for a personalization strategy.  Keep in mind that your goals may change over time, so it’s prudent to start with goals that are achievable and realistic. Initial goals may be to increase page views and click through rates, while longer term goals may be to monetize segments of your audience through subscription conversions.  Whatever your goals may be, be sure to understand them and more importantly, how you are going to measure success.

Gather data

While there are many tools that will assist you with analyzing site traffic, few will build rich and robust content and user profiles.  Any decision that involves investments in analytics tools should take this into consideration.  The ability to build rich content profiles will help you to better understand what content readers are consuming along with how it’s performing.  Knowing which content is performing will help you develop strategies for creating better targeted content down the line.

Analyze your audience

The next step in the personalization journey is to understand your audiences – that’s right, your site does not have just one audience.  It’s imperative to know who they are as well as what they want.  Cxense Personalization solutions will assist you with creating user segments, including an understanding of what content is being consumed the most (or the least) within each audience segment.  This information will fuel the process of building richer content experiences.

Form the right team

Don’t sit at the table alone.  Make sure that you have a solid team that blends the perspectives and needs of critical stakeholders from business, editorial and technology.  All members of the team should be active participants in the development of goals and use cases as this will help ensure that all needs have been addressed and met.  Also remember to plan your goals in stages as some needs may come before others.

Conclusion

Engaged audiences thrive within a digital world where personalization not only happens – it’s natural and expected. Using the tips we’ve presented above, you can craft a strategic personalization solution that ensures your relationship with audiences not only keeps getting better, but one that develops into a conversion.

For more info contact: Otto Neubert, otto.neubert(a)relevant-digital.com

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