Leverage predictive personalisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 31, 2021, 4:00 PM GMT+0

Predictive personalisation is a practical solution to personalise digital experiences while also respecting user privacy.

A SoloSegment study shows that nearly half of consumers use private browsing windows. Studies also indicate providing personalised experiences can increase sales by 19%. However, with third-party cookies fading away and consumers taking more control over their data, offering personalised user experiences can be challenging for brands.

Using artificial intelligence can help brands provide “tailored, respectful personalised experiences” without collecting the users’ personal information. AI-powered predictive analytics is already being used in sports, entertainment and scientific endeavours. This technology can use anonymous information like location, device and referral source to identify visitor intent and potential to purchase.

Marketers can use these insights to automate and optimise content, workflows and engagement opportunities. This technology can accelerate content discovery and enable effortless navigation, and improve conversion rates over time.

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