Personalization leverages the user data received from Customer Data Platform (CDP) to display personalized content to users. It increases customer delight and maximizes lifetime value.
Benefits of integration with CDP:
- Deeper personalization based on a comprehensive omni-channel profile.
- Personalization that is orchestrated across web and non-web experiences. For example, personalized messaging that is consistent across web, email, social, advertising, in-store experiences, call center.
- Personalization based on machine learning. For example, targeting based on customers who are likely to buy, likely to be high value customers, or likely to churn.
Note
To use Customer Data Platform with Personalization, you must have the licensed version of both the products.
Using CDP with Personalization has two primary phases:
- Configuration
- Ongoing usage
Creating an S3 connector in CDP
To start using Personalization with CDP, you must create an S3 connector in CDP. For more information, see Creating an S3 connector in CDP.
Creating campaigns in CDP
After creating the Personalization connector in CDP, you can create specific user segments based on certain rules and send that information to Personalization through campaigns. For more information, see Creating campaigns in CDP.
Receiving CDP custom fields in Personalization
While creating a campaign in CDP, you might create certain custom fields. Therefore, ensure that all such fields information are collected in Personalization.
To receive custom fields:
- Sign in to Personalization.
- Select Configure > Column Meta Data.
Select Add New Column Metadata.
- Set a name for the column.
- In Accessor, select the CDP custom field for which you want to collect information in Personalization.
- To make the custom field segmentable, select the Segmentable checkbox and specify the other details.
- Save the changes.
Creating a segment in Personalization
After CDP processes the campaign, you can view all the user details in Personalization in Personalize > People. CDP sends information about only those users whose behavior matches with the rules defined while creating the CDP campaign.
Once you get all the user information from CDP, you must create a segment. You can create a campaign by using that segment and give unique experience to the users of that segment. For example, as discussed in Creating campaigns in CDP, you can collect the phone numbers of these users whose valid contact numbers don’t exist in CDP.
For more information on creating a segment, see Adding new segments. You can use the same category that you defined while creating the segmentable column metadata earlier.
Publishing a campaign in Personalization
Once you create a segment, you can create a Personalization campaign using that segment. You can create a personalized experience for the users that belong to the selected segment. For example, you can collect phone numbers from such users. For more information, see Creating a campaign.
Site for generic users
Site for users that belong to the segment