How to profile anonymous users with marketing personalization?
How can we use this information?
The basis of any strategy of marketing personalization it is indeed essential to know who we are interacting with and to be able to recognize them in case they return to visit us. However, knowing him or her does not necessarily mean, as we have seen, giving him or her a first and last name; interacting with our anonymous users does not, therefore, mean giving everyone the same experience.
The experience a user has within our site can always be personalized according to the characteristics that distinguish the user and the interests he or she manifests.
Let’s look together at some examples of information that we can use to create a relevant experience even for anonymous people:
Source campaigns.
That a user comes from a specific campaign on a product is a ‘key information to collect and analyze in order to personalize, for example, the products and communications shown within the site. This will be able to maximize the yield of these visits by proposing inherent products (up-sell and cross-sell) in an automatic way, enriching the landing page of the searched product.
The area from which it is browsing
Technological evolution has been very important in this field as well, and it now allows us toidentify the area from which our users navigate with a very good degree of accuracy. In case you have stores this can become a very effective tool to synergistically leverage the site to increase in-store traffic. If, for example, you have an active promotion in a particular store you could automatically communicate it on your site to all users who, although anonymous, browse from an area close to your store, leaving the site unchanged for the rest of the users and giving each the most relevant message.
The products you are looking at or have looked at in the past.
While browsing, a user leaves us important traces of their interests: what products do they look at, what categories do they browse, what filters do they apply? This is crucial information to segment even anonymous users and be able to communicate to them in a more appropriate and relevant way. In fact, by knowing the products they are interested in, you could automatically personalize both the homepage and the internal pages of your site, giving recommendations related to the product viewed, suggesting content related to that product. An activity that is certainly very effective is also to personalize messages related to the promotions you have running: suppose you have a 10 percent discount on the first purchase, instead of declining it in a generic way contextualize the message with respect to the specific category of interest of theanonymous user; the perceived value of a contextualized discount will certainly be greater than a generic one.
