When Data Personalization  Is Too Much

Laurence Williams   |    July 27, 2021


There's a thin line.

In marketing, when it comes to personalizing content for consumers, there’s a thin line between being relevant and appearing creepy.

Audiences might begin to wonder:

- Does this company know too much about me? - How was that information collected? - Who’s using that information and why?

Consumers Want Personalization

We know our personal information is sacrificed to companies in digital spaces. In return, we expect it to be used to improve products, services and recommendations.

There’s a cost to not using personalization,  but there’s also  a cost to doing  it wrong.

Is the personalization you offer valuable to consumers? Ask yourself: - Is the ad relevant to  their needs? - Is the timing and  context right? - How much data  was sacrificed? Was it willingly? - Do they trust you?

Develop  Loyalty Apps

Loyalty apps are an opt-in approach where customers are rewarded for providing more data about themselves and their behaviors with additional, personalized perks.

Set Up Action Triggers

By segmenting users based on actions they’ve taken, you can build lists of customers at different stages of the purchasing cycle. You can then target those subsets individually.

Make Relevant Recommendations

Automate recommendations  so you can scale the personalization and curation of your products. Suggest products that are good additions to prior purchases, not replacements.

Time Your  Follow Up

When someone buys from you, don’t ask them to repeat their purchase right away, but use all the data you know about them to anticipate when they will need what you offer.

Master Data Personalization

Data personalization can be easily scaled, but it starts with collecting great data, so make sure you’re tracking website or app analytics effectively.