超个性化值得吗？人们真的想要更多建议还是量身定制的品牌体验？好问题。个性化是对与客户进行更深入和更有意义的交往的日益增长的需求的答案。这样做为品牌提供了更多的空间来提供更好的产品和服务，并最大程度地提高营销支出和投资回报率。
But often, personalization can seem daunting. For many marketers, it’s a challenge that extends beyond know-how. Some struggle to get buy-in at an executive level. Research by Evergage and Researchscape shows that as much as 74% of marketers feel that personalization需要更多的关注in their businesses. While these and other challenges can lead to brand-crippling outcomes, the benefits of personalization can be realised. These include ROI, deeper customer insights, elevated brand awareness, and高效的营销计划.
In this blog post, we’ll move the personalization discussion forward. We’ll explore hyper-personalization. Unlike personalization, it involves more moving parts but maintains the goal of delivering better customer experiences and brand results.
高渗透性：它是什么以及它的工作原理：
What is Hyper-Personaliszation?
超个人化是标准个性化的扩展。个性化包括对买方角色，数据和分析的深入了解和使用，超级人格化利用实时数据和AI来构建更具定制的买家体验。这些定制的体验可用于基于买家的行为来提供相关的内容和产品或服务。
Unpacking Hyper-Personalization
正如您想象的那样，实施超个性化需要更多的思考和战略计划。品牌需要开发自己的框架，该框架足够灵活以适应其客户，但也足够有效，可以在必要时利用正确的技术和枢纽。
这是一个看的核心组件hyper-personalization strategy:
目标
Establishing what your brand aims to accomplish is always the most effective way of designing any strategy. It offers the companies the chance to get specific about challenges, risks and the opportunity cost of choosing one direction over another. Needless to say, if you decide to embark on your own hyper-personalization journey, set some goals to guide your actions.
战略
战略is likely one of the most underrated and underutilised aspects of creating and running effective marketing campaigns.According to Smart Insights, as much as 45% of digital marketers don’t have strategies. On the other hand, proof in favour of strategies shows that those who do create one are 365% more likely to report success.
在基本层面上，您的策略是确定计划如何实现目标的一种手段。例如，如果您的品牌旨在提高每个客户的更多转换，则您的策略应考虑您计划的方式。您应该能够确定要拉出哪种杠杆，以使您的品牌获得成功的最佳机会。
Within your strategy, you’ll need to drill down deeper into the actual areas (levers) that can be used to generate results. These include:
技术
技术is the most important component of a hyper-personalised framework. As businesses examine their positions and determine what to do next, they are also able to identify which technologies they may need to see their goals through when developing their strategies. The types of technologies will also be influenced by the kind of business considering hyper-personalised customer experiences.
例如，希望创造更多量身定制的购物体验的零售店可以利用WiFi Analytics软件（包括Heatmaps），以更好地了解其客户如何体验其商店。他们可以做所有事情，从衡量商店部分的人口流量和居住在商店的各个部分到提供基于WiFi的推动广告以及使用Geodencing的要约提供通知。
电子商务服装可能会意识到，实时建议的AI是理想的解决方案。使用类似亚马逊的建议，商店将能够提高平均销售价值，并更接近收入目标。
资源：avsystem.com
数据
不用说，这是所有个性化的核心。要构建成功的超个性化系统，您需要收集正确的数据，以便能够讲述您的客户是谁以及他们真正想要什么的故事。然而，企业面临的最大挑战是，它们充斥着大量数据。理解它不仅是收集它，还涉及确定起点。
具有前瞻性品牌的好消息是，更聪明，更复杂的工具正在出现以承担负担。服用Smartkarrot。这是一个客户成功平台，旨在授权企业管理参与，入职，客户成功操作，收养和客户体验。它的功能范围使艰巨的任务是磨练最简单的事情，使营销人员有机会识别低悬挂果实的水果，并采取更大的战略举措来发展其品牌。
Segments
随着客户数据收集，下一个关键组件是开发可行的智能。与解开客户数据相关的复杂性水平并使用它通常与您提供的不同客户的数量有关。通常，具有各种属性的广泛客户意味着更多的机会来创造更好的客户体验，但是，这也意味着更多的复杂活动和更多的工作来实现结果。
当您探索客户数据时，请考虑按年龄，位置，性别，满意度，品牌互动历史，平均购买价值，购买类别，内容，交通源，出口点（在您的网站上）进行细分。虽然这不是一个详尽的列表，但其想法是识别尽可能多的属性，可用于发现趋势并有助于提供数据支持的决策。
旅程
买家的旅程是许多营销人员熟悉的概念，对于那些想了解买家和何时提供什么的人来说，这几乎是一种节省的恩典。超级人格化有助于建立更聪明，更好的客户时刻，将可能被认为是断开或脱节的互动变成更健康和品牌体验。
为了加强客户的旅程，请确定您知道听众花费时间并开始创建内容和提供帮助的渠道attract buyers into your ecosystem. For example, using re-marketing campaigns will work, but be smart about them. Base yours of logical next steps for buyers, based on prior experiences with your brand.
资源：filestage.io
Measurements and Analysis
As with all things marketing, you cannot deliver better results without measurement and analysis. While most brands will have similar metrics to pay attention to (think average purchase value, LTV etc), beware of vanity metrics. While most marketers have a basic understanding of what vanity metrics are, this definition will help strengthen it.
Vanity metrics appear to make your performance look positive or impressive, but they don’t clearly show a link between any specific action and the result. This means the metric can’t be met again because you aren’t able to replicate the success. Vanity metrics also don’t offer any actionable business intelligence, and you aren’t able to build a solid strategy on the back of the results.
也就是说，仍然有可能将虚荣心指标误认为有意义的指标。好消息是，当您制定策略并开始确定将要使用的指标时，您可以应用一个简单的三步筛选过程来清除虚荣心指标。
这就是外观：
Question One: Does the Metric Help Us Make Better Business Decisions?
这个问题需要一个简单的“是”或“否”答案。其他任何事情都会自动成为“否”，原因很简单，即指标并不直接归因于您品牌的成功。
Question Two: Can We Replicate the Result?
As mentioned, if you find it hard to determine how a result was achieved, and don’t know how to re-engineer the circumstances that lead to the result, the metric can’t be trusted as one that adds value to your business decision-making process.
问题三：您可以信任数据吗？
It’s not uncommon to come across anomalies or results that can be influenced by a range of factors you cannot control. In these cases, your metric becomes unreliable because you’re less likely to be able to use the results as a reflection of any controlled customer experience and your hand in creating it.
Vanity metrics aside, analysis will help point you to where to focus on next. By spending time on metrics that move the needle in your business, and experimenting with ways to generate better results, you can begin to streamline much of your operation. Analysis will help you identify new trends in customer behaviour, uncover new attributes your audience may be developing, and should also help you ask more (and possibly better) questions about elevating the customer-brand experience at various touchpoints.
This is where analysis should lead every brand. It should provide clearer insights that produce smart, more efficient and effective customer engagement that also help shorten the sales cycle, but don’t detract from the ultimate goal of providing more enjoyable customer experiences.
结论
超个性化是客户体验发展的下一步。尽管它涉及更多动人的作品，但想要接近受众的品牌的进入障碍却正在下降。今天，您不必成为亚马逊即可为产品，服务或内容提出正确的建议。但是，要使品牌利用超个性化，他们需要花时间创建一个框架来说明移动作品的框架，该框架是高效有效的，但也足够灵活，足以支持枢轴作为其受众表面上的新数据。
