Dynamic Yield, an AI-powered personalization platform, recently announced their new Affinity-Based Personalization tool, which allows brands to leverage automatically generated user profiles to easily build a new class of user segments and deliver highly-targeted experiences across multiple channels. This new capability scores important interactions, profiling individual preference for use in targeting and experience delivery.
To stay ahead of the game and remain relevant in an extremely dynamic corporate space, retailers everywhere are adopting Artificial Intelligence and Machine Learning technologies. Even though traditional marketing is still useful for a physical storefront space, the need to make room for AI is growing and will ultimately determine whether or not a customer shops from your store again.
Dynamic Yield is an AI-powered Personalization Anywhere™ platform that delivers individualized experiences at every customer touchpoint: web, apps, email, kiosks, IoT, and call centers. The platform’s data management capabilities provide for a unified view of the customer, allowing the rapid and scalable creation of highly targeted digital interactions.
While retailers track purchases, they’ve missed out on a trove of highly valuable information in the form of product and category browsing activity over the years. Dynamic Yield says this structured data can be used for the creation of more relevant and individualized marketing campaigns, but instead, often goes completely unsaved.
What makes Dynamic Yield’s program useful is it can now match a visitor’s browsing activities with the attributes of the products they interact with online, leveraging the data to build a unique affinity profile for each individual in real-time. In turn, this allows for the automated creation of new and sophisticated user segments that can be utilized across all channels including web, mobile, app and email, as well as external third party platforms like Data Management Platforms, Business Intelligence Tools, Digital Signal Processing, and others.
The Ultimate Personalized Customer Experience
Each user’s affinity profile is constantly refreshed with every interaction, providing unique insights into their preferences to specific colors, brands, sizes, categories, price ranges, or any such attribute present in the product or content feed. Dynamic Yield provided some ways that brands have used Affinity-Based Personalization:
- A clothing retailer delivered highly individualized product recommendations based on user-affinity towards certain categories of products.
- A travel site built an audience of users only interested in a certain type of a vacation, and used all on-site banners & offers to promote that category of vacation.
- A multi-brand retailer identified users who were displaying affinities to select brands and aggressively promoted deals featuring the brand.
- Based on a user’s affinity to select categories and on-sale items, a retailer changed the layout of the top navigation to highlight on-sale products.
Drastic Improvement in Marketing Strategies
“Product metadata is a huge asset to marketers which has largely been underutilized until now,” Liad Agmon, CEO of Dynamic Yield, said. “With this new capability, it can be leveraged to uncover meaningful correlations between the product a user is interacting with and its many attributes for the creation of deeply segmented and tailored experiences across channels.”
Single Gain says that by being able to continuously access relevant insights from rapidly increasing volumes of data, a business’ marketing strategies and initiatives are drastically improved. AI is becoming one of those tried and true methods that will take your customer experiences to the next level.