How do you attract and retain today’s highly-evolved consumer? This is a question that keeps marketing teams inventive and inspires business leaders to adopt change for progress. Here is where AI models step in. Excelling in extracting data and analyzing them to predict consumer behavior, AI-led personalization presents brands today with the power of understanding the consumer better than ever before. For businesses to successfully implement such models, they need to understand how true personalization works. While personalization depends on the consumer, the consumer’s behavior depends on the context of their current disposition. This is why it is imperative for enterprises to rethink personalization, from consumer to context.
In Fractal’s latest on-demand webinar, experts rethink personalization, exchange ideas on approaching the process, and discuss associated concerns, possible solutions, and examples.
, Chief Practice Officer – Fractal and Co-founder - FinalMile Consulting, , Client Partner- Fractal, and , Global Partner Leader, Consumer Goods – Amazon Web Services, demystify how context-based data signals can be used to enhance the personalization. Present, real-time data plays an important role in understanding the consumer’s current behavioral context. This combined with historical data, creates a decision environment that empowers decision-making. All this data, together with an acute understanding of human behavior, emotions, and motivating factors, helps figure out the trigger for positive consumer response.
The personalization process involves a four-step framework; Sensorizing - everything, Encoding – the entity and the environment, Orchestrating – the nudge for a response, and Learning – with every new signal. Establishing such a framework helps achieve successful neuro-marketing while also calling for responsible and ethical AI practices. With such Big Data comes big responsibility!
Watch the experts discuss all this and more, including ROI of personalization, personalizing with weak behavioral signals, and establishing transparency and trust.
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