No Data, No Problem: Mastering Personalization When Data is Limited

Imperfect Data Isn’t a Barrier to Personalization 

The benefits of personalization are undeniable, but the steps to achieve it can feel a bit less clear. Often, the primary barrier is data. Marketers without much data may feel they lack the necessary customer information to power a customized experience. 

But in reality, marketers can actually start creating personalized experiences long before they have an extensive collection of perfectly organized data sets. A single data point can go a long way when it’s coupled with captivating visuals. And even when you’re missing that customer data, there are simple and compelling ways to capture it. 

Don’t let the current state of your data hold you back from pursuing personalization. Discover three ways you can hit the ground running with customized content, successfully engaging customers while simultaneously gathering more key data.

Little to No Data? Start With Contextual Use Cases.

You don’t need in-depth customer data to power a stunning contextual experience. That's why this approach is an ideal starting point for marketers looking to personalize. Contextual data includes facts about an individual’s current situation, such as date, time, and weather for a specific location, or device type and mobile carrier. 

‍Best Western’s Weather Postcard is a perfect example of this type of data in action. Depending on the customer’s local temperature, the module updated with either a cold-weather vacation or a tropical spot.

But here’s the key. Marketers are not limited to personalization based on just one element of contextual data. Multiple data elements can, and should, be combined to tailor the experience even further. For example, Inkredible Eatery customized a single rich push based on the current time and weather in a customer's location. Those who received a morning message where the temperature was less than 60 degrees, were likely to want a warm soup to combat the cool and wet climate.

On the other hand, customers who received an afternoon message where the temperature was above 60 degrees saw a message for a refreshing iced tea instead.

Still Lacking Customer Insights? Collect Zero-Party Data.

If you’re still missing critical customer data, wait no longer. By gathering zero-party data—the information that customers willingly exchange for a better marketing experience—marketers can quickly get to know their customers far better. Tactics such as polls, form submissions, or even reminders to fill out preference center information are all easy, effective ways to capture zero-party data that can then be used to inform and further personalize the next interaction.

Just take a look at how Charlotte Tilbury collected this data. During Valentine’s Day, email subscribers had the option to choose their favorite makeup look, each featuring a different Charlotte Tilbury product. After clicking into an option, the customer was then routed to the relevant product page. Not only did this interactive poll experience encourage a purchase, the data collected from this campaign was then used for future retargeting.

Here’s a breakdown of the zero-party data strategies we can take from this campaign:

• Ask Brand-Specific Questions. Charlotte Tilbury’s poll was crafted to uncover what product type—face, eye, lip, or cheek makeup—customers are hunting for right now.
• Gamify the Experience. The poll alone is already a gamified experience, but the Charlotte Tilbury team took it one step further by adding click percentages to every option.
• Create a Clear Value Exchange. By recommending cheek products to customers that chose the “Pretty Pink” look, customers are getting content that’s more relevant and valuable to them. 

Looking for a Constant Stream of Data? Behavioral Data Is the Way Forward.

Because customer preferences and habits are always changing, marketers’ best long-term solution is a constant stream of behavioral data. This type of data could include clicks, browsing and purchasing history, loyalty points earned, downloads, and views—the list goes on. In short, any customer activity on your owned channels, such as your website or mobile app, is fair game. 

Luckily, creating this data stream is easier than it sounds. For your website, you can add the Web Tracking Pixel that automatically logs customer activity, giving you the fuel you need to create perfectly retargeted follow-up messages.

‍Fossil Group used this tool perfectly by capturing the categories customers had recently viewed. From there, they added these retargeted categories into their striking DCE (Dynamic Content Engine) emails, delivering highly relevant recommendations.

For the mobile equivalent, marketers can turn to the Mobile SDK. A stunning example of this can be seen through the brand below. This team created personalized product grids for push and in-app messages using the Mobile SDK. Each grid pulled in the recipient’s recently viewed product, the site’s most viewed product, and the most purchased product among customers. On top of that, each product is linked to specific items or the related category page.

Powerful Personalization Is in Reach

Whether you’re missing data, dealing with disorganized data sets, or have everything in tip-top shape, effective personalization is within your reach. By using these tools and methods, you can quickly launch  tailored campaigns that drive unmatched results.