Video Blog Post

Practical ways B2C marketers can use data to personalize websites

B2C marketers have a wealth of readily available information that is valuable for personalizing websites. This video outlines the three primary types of data used in B2C website personalization and provides some common use cases for each.

B2C marketers have three great sources of data to help personalize the consumer experience on their website, contextual data, demographic data, and behavioral data. Contextual data is great for B2C marketers because it’s readily available, and it really helps you meet your consumer where they are. You can look at location and speak to the local sports team, local landmarks, or local source of city pride. You can speak to them on the go on a mobile device, or in a different mindset where they’re at home, or at work on a desktop. For example, if you’re offering is related to food, knowing the time of day can be great. You can speak to breakfast, lunch or dinner. If you know the date, now you’ve got a whole treasure trove of things that happen every single year that you can speak to, whether it’s the holidays, back to school, or mothers day. There’s an endless supply of useful contextual data.

What’s really interesting about predictive personalization is that it can discover pockets of opportunity in performance that we as marketers would never have discovered. To find out that a particular message performs well in New York City on Tuesday afternoons, I don’t know a marketer that would take the time to do that, but a machine can. And so there’s great opportunity sitting there.

Demographic data can help you speak to your consumer where they are in life, to know their age, to know their gender, to know their socio-economic status. Maybe you can know what kind of car they drive, or how many kids they have. Think about how you would speak differently to a teenage girl versus an older man with two teenage girls. You talk to them totally differently, and demographic data can help you do that.

Behavioral data can also be a good source of information. You can look at parts of your site that somebody might have visited before. That might tell you about what they’re interested in. It might tell you something about who they are. Or if they’ve purchased before, now you have great data to offer them a complimentary product. Ask them about their experience with your products. Suggest to them that they post a review about that product so you get more coverage. You can even tailor future offers based on that behavioral data.

Our hope is that you can use contextual, demographic, and behavioral data to better personalize your consumer website experience and make more revenue today.