How does advanced profiling and segmentation work with the Blendee platform? Let’s analyze some tools together, such as: box message, smart form and custom action.
On average, 98 percent of visitors to a website choose to remain anonymous, meaning they do not voluntarily release personal data. So if a company bases its strategy only on the database of registered users, it is actually communicating with only 2% of customers, neglecting many potential ones.
Therefore, it is crucial not to underestimate the role that the implementation of marketing automation for strategies geared toward harnessing the potential of anonymous users.
Thanks to Artificial Intelligence, in fact, it is possible to collect, process, and normalize browsing data, which are a valuable source for identifying useful aspects, such as products searched, geographic area, or devices used, to create engaging and relevant customer experiences.
Subsequent subdivision of the audience into dynamic segments, then, allows targeted messages to be directed to the right clusters and thus guide consumers to a choice. Underlying effective segmentation is an intricate filter system that allows users to be selected based on profiling information.
Filters can, thus, be mixed to give rise to complex segments capable of describing the targetaudience very accurately.Artificial intelligence expresses its full potential here, allowing content to be created in line with user expectations and needs, predicting, accurately, what the rewarding behaviors or solicitations will be.
BOX MESSAGE PROFILING
One of the ways used to stimulate anonymous visitors to register is by setting up a Box Message. The message, visible only to users not yet registered, immediately invites action to take advantage of the discount.
In conjunction with the activation of Box Message, it is possible to configure the Welcome Email Trigger, which provides a workflow of three email sends:
- Sending email concurrent with successful registration and aimed at communicating the coupon code
- Email sent after 6 days from the date of registration as a reminder for the coupon to be used
- The email sent 2 days after the previous one as the last invitation to purchase by coupon code.
DYNAMIC SMART FORM
Among the most effective profiling features used are dynamic forms. Made using a simple and intuitive editor, they allow questions to be displayed dynamically depending on the target user segment and at the most suitable time, so as to collect users’ tastes and needs and propose products in line with their characteristics and needs.
In the example given, all users who are viewing the product detail page for the product “My Pro Ceramic Professional Hair Dryer” on Bellissima’s website are shown a form designed to investigate why they are considering purchasing that particular product.
Among the different options shown, the user has the option to select two of them, receiving in return, once the form is filled out, a discount code to be used immediately to purchase the product. Knowing the purchase motivation but not only that: collecting information through smart forms is particularly useful for profiling the user and getting to know their needs and wants.
CUSTOM ACTION
During the session within a site, the user can more or less explicitly communicate a lot of valuable information: from the personal and contact data released during registration to the interests shown for particular content and/or products manifested through clicks.
For example:
- Selecting a filter
- Click on CTA
- Inserting a field within a form.
- Initiating the viewing of a video
With the advanced tracking, first, and segmentation, later, that can be implemented with Blendee, an effective marketing personalization strategy can be implemented that can include reengagement and follow-up activities following the action itself.
Article from the ebook Case Study Bellissima Italia. Personalized Profiling and Customer Experience: the success case in the Beauty Care sector.
