Amadesa

"Personalization" is an oft-used term that generates plenty of buzz but leaves website owners struggling to succinctly define it. As a normal course of my day, I enjoy the opportunity to discuss these concepts with customers and listen to their responses, of which are varied and typically include 'Amazon-ish' or 'Netflix-ish' as a descriptor. Here at Amadesa, we provide a suite of personalization products and I would like to take a few minutes of your time to outline how we see the personalization landscape.

One level of personalization: testing and segmentation. Offering products for A/B split testing and multivariate testing lay a foundation for randomly delivering different content to different users. Add in a dash of segmentation and you have the makings of serving content and offers to subsets of your traffic that will improve conversions, revenue and/or site engagement.

Another level of personalization is focused on product and content recommendations. Note here I suggest it's another level. Not higher or lower, simply another option to deliver on the promise of a better experience in an automated fashion.

And a third level of personalization is using technology to automatically generate micro-segments within a website traffic and serve up the best promotion, discount, offer, image in real-time. It's far beyond testing and segmentation or even how others describe behavioral targeting, because it's the technology that drives the decision on what to serve based on the total set of visitor attributes.

I'd also like to point out here that personalization can also take other forms - recognizing visitors after a 'my account' form has been completed for example. The telling sign is that personalization is much more broad than delivering product recommendations. In fact, don't take my word for it...

Contact us today to find out how our suite of personalization products can increase your website revenues, increase conversions and deliver a better customer experience during this all-too-important holiday season.