The evolution of personalisation: Serving tailored ads to millions around the world

The evolution of personalisation: Serving tailored ads to millions around the world
Jon is Managing Director, Northern Europe for Criteo. He has over 20 years’ experience in starting, acquiring, divesting and managing a combination of both small start-ups and large international businesses. Jon comes from a digital, data and analytics background. Before joining Criteo, Jon was Managing Director for Experian’s Marketing Services portfolio of digital businesses. Whilst there, he led the successful integration of three acquired businesses, launched Experian’s digital display advertising business and led the acquisition of one of the first Facebook approved developers, Techlightenment, now Alchemy Social.

(c)iStock.com/motorenmano

From online recommendations to branding products with our very names on, personalisation has been making headlines as companies such as Coca-Cola show us all how it’s done. All leading companies have realised the importance of personalisation, delivering a catered service designed to increase loyalty and the all important return visit.

Recent research, commissioned by Criteo and conducted by eTail, of nearly 100 retail professionals, investigated how retailers aim to grow and build relationships with consumers online. According to the data, the greatest retail marketing opportunities lie in delivering highly relevant messages for consumers and creating a seamless personalised experience on any device.

As personalisation evolves, data will too; data and marketing experts will be needed to deliver scale and performance and reach target consumers

Personalisation provides organisations with the opportunity to reach people in subtle yet targeted ways. Consumers have challenged businesses to fight for their loyalty, and brands that stand out amongst the online noise will be the most relevant brands serving personalised consumer content at the most effective time.

But how does it all work? The research revealed that personalised emails are the most common means of communication between brands and consumers, forming core customer retention initiatives for 82 per cent of retailers. However, personalisation has evolved thanks to new technology that allows us to capture and analyse information about potential shoppers.

This data is then used to deliver the best and most relevant content to a consumer at a time and location that moves them forward on the path of purchase. Automation is key to this process – analysing hundreds of variables before sharing content with a user allowing billions of consumers to view recommended adverts and content everyday.

As personalisation evolves, data will too. Many marketers will struggle to follow their customers across devices and channels to capture the most relevant information and eventually increase sales. Data and marketing experts will be needed to deliver scale and performance with millisecond response times to reach target consumers. The mass of data will be the real challenge; marketers will be needed to manage growing volumes of unstructured data related to user contexts.

Unstructured data requires an unstructured database, such as NoSQL. NoSQL technology was pioneered by leading internet companies – such as Google, Facebook, Amazon, and LinkedIn — to overcome the limitations of traditional databases. As such, NoSQL adds a competitive advantage to the personalisation game.

Data will form the foundation on which to better understand consumers – therefore, the management and storage of that data will become key

Designed for massive data sets, with scale-out distributed architecture, a NoSQL platform offers elastic scaling and maximum resource efficiency. Additionally, it supports the wealth of unstructured data coming from a variety of devices and locations. NoSQL enables marketeers to easily scale as data volumes increase. In consumer markets, where time is money, NoSQL also provides real time responsiveness and performance – key to quickly analysing vast amounts of data. Finally, with improved replication, NoSQL will support ‘always-on’ marketing required in consumer activities.

With evolution of brands into the digital world, companies will shift their focus to build better ways to connect with consumers across their non-linear purchase paths. Data will form the foundation on which to better understand consumers. Therefore, the management and storage of that data will become key to enhancing marketing campaigns and extending competitive advantage.

Disclaimer: Criteo has chosen Couchbase Server to underpin its global operations by advancing the performance, scale and reach of its digital advertising technology platform.

View Comments
Leave a comment

Leave a Reply

Your email address will not be published. Required fields are marked *