{"id":1866,"date":"2020-07-03T13:54:08","date_gmt":"2020-07-03T08:24:08","guid":{"rendered":"https:\/\/www.lemnisk.co\/blog\/?p=1866"},"modified":"2020-08-22T23:45:38","modified_gmt":"2020-08-22T18:15:38","slug":"real-time-personalization","status":"publish","type":"post","link":"https:\/\/www.lemnisk.co\/blog\/real-time-personalization\/","title":{"rendered":"How Real-Time Personalization Can Power Enterprise Customer Experience"},"content":{"rendered":"<p style=\"text-align: justify;\">Personalization has nowadays become a basic consumer expectation. As marketers compete with each other to deliver the best-personalized <a href=\"https:\/\/www.lemnisk.co\/blog\/customer-experience\/\" target=\"_blank\" rel=\"noopener\">Customer Experience (CX)<\/a>, the stakes have drastically risen. Real-time personalization is the new kid on the block. Those marketers who are able to achieve this are held in high esteem by their customers.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Recently, we had an insightful thought-leadership session with <strong><a href=\"https:\/\/www.linkedin.com\/in\/gaurav-gupta-circleslife\/\" target=\"_blank\" rel=\"noopener\">Gaurav Gupta<\/a>, Head of Omnichannel and Martech Platforms, Circles Life. <\/strong>He<\/span>\u00a0has over 16 years of experience in various senior management roles related to marketing and advertising. In this exciting discussion with <a href=\"https:\/\/in.linkedin.com\/in\/subramaniyan\" target=\"_blank\" rel=\"noopener\">Subra Krishnan<\/a>, CEO, Lemnisk, Gaurav explains how real-time personalization can power enterprise customer experience.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1869\" src=\"https:\/\/www.lemnisk.co\/blog\/wp-content\/uploads\/2020\/07\/real-time-personalization-GG.jpg\" alt=\"real-time personalization\" width=\"720\" height=\"405\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: center;\"><a href=\"https:\/\/www.youtube.com\/watch?v=hRauB744dus\" target=\"_blank\" rel=\"noopener\"><strong>Watch Video<\/strong><\/a><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Here are some of the important insights from the discussion:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Advertising has evolved from normal display ads to persona-based ads to finally intent-based ads.<br \/>\n<\/span><\/p>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\">Customer Experience has to transcend from intent-based advertising to intuition-based advertising. This is where marketers need to leverage technologies such as <a href=\"https:\/\/www.lemnisk.co\/ai-game-changer\" target=\"_blank\" rel=\"noopener\">Artificial Intelligence<\/a>, Machine Learning, etc. to identify the right intent state of the user.<\/p>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Technologies like <a href=\"https:\/\/www.lemnisk.co\/blog\/identity-resolution-cdp\/\" target=\"_blank\" rel=\"noopener\">Identity Resolution<\/a>, <a href=\"https:\/\/www.lemnisk.co\/\" target=\"_blank\" rel=\"noopener\">Customer Data Platform (CDP)<\/a>, Device Graphs, etc. can deliver the next best action for customers in the most intuitive way.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>\n<h4>The changes in the martech industry are on three fronts:<\/h4>\n<\/li>\n<\/ul>\n<ol>\n<li>\n<p><span style=\"font-weight: 400;\">Paid spends have become more accountable<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">The emphasis on CX has become really high in terms of personalization and data privacy<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">Machine Learning and AI have become a lot more prevalent<\/span><\/p>\n<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify;\">To deliver a great customer experience, all marketing tools and systems should be able to talk to each other. This means that there should be a smooth flow of data between them. To achieve this, marketers need <a href=\"https:\/\/www.lemnisk.co\/blog\/lemnisk-leading-rtim-provider\/\" target=\"_blank\" rel=\"noopener\">Real-Time Interaction Management or RTIM<\/a>.<\/p>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify;\">RTIM is a core CDP capability that can power the right channel at the right time with the right message. It goes hand-in-hand with capabilities such as identity resolution, centralized one view.<\/p>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Real-time personalization cannot happen without real-time data ingestion into the marketing stack.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>\n<h4>Tips for marketing leaders for creating the right CX:<\/h4>\n<\/li>\n<\/ul>\n<ol>\n<li>\n<p><span style=\"font-weight: 400;\">Harness PII (Personally Identifiable Information) data<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">Layer the PII data over a platform that connects into various digital channels<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">Create a <a href=\"https:\/\/www.lemnisk.co\/blog\/single-customer-view\/\" target=\"_blank\" rel=\"noopener\">unified user view<\/a><\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">Enrich the unified view by integrating with third-party providers<\/span><\/p>\n<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<ul>\n<li>\n<h4>Frameworks for evaluating CX tools and martech vendors:<\/h4>\n<\/li>\n<\/ul>\n<ol>\n<li>\n<p><span style=\"font-weight: 400;\">There should be a two-way data flow in real-time between systems<\/span<\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">A lookalike modeling should be available at the CX platform&#8217;s end<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">The CX tool should have a universal way to ingest data from different sources<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">An important aspect for a CX or martech vendor is the ability to build strong client relationships<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">A martech vendor&#8217;s USP should be to care for their clients&#8217; business<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">Quality of service is going to be a determining metric for evaluating vendors<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"font-weight: 400;\">Vendors should be agile, own customer goals, and be proactive in consulting with the client<\/span><\/p>\n<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<ul>\n<li>\n<p style=\"text-align: justify;\">The future of CDPs is going to be driven by Machine Learning\u00a0where customers and vendors are going to closely collaborate to make it happen.<\/p>\n<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/hRauB744dus\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h5>By Bijoy K.B | Senior Associate Marketing at Lemnisk<\/h5>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Personalization has nowadays become a basic consumer expectation. As marketers compete with each other to deliver the best-personalized Customer Experience (CX), the stakes have drastically risen. Real-time personalization is the new kid on the block. Those marketers who are able to achieve this are held in high esteem by their customers. &nbsp; Recently, we had [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,71,58,114,70],"tags":[142,16,19,87,59,34,47],"class_list":["post-1866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-blogs","category-cdp","category-customer-data-platform","category-customer-experience","category-personalization","tag-adtech","tag-cdp","tag-customer-data-platform","tag-customer-experience","tag-dmp","tag-martech","tag-personalization"],"_links":{"self":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts\/1866","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/comments?post=1866"}],"version-history":[{"count":12,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts\/1866\/revisions"}],"predecessor-version":[{"id":1903,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/posts\/1866\/revisions\/1903"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/media\/1879"}],"wp:attachment":[{"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/media?parent=1866"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/categories?post=1866"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lemnisk.co\/blog\/wp-json\/wp\/v2\/tags?post=1866"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}