How effective is personalization of content?
March 25, 2014 4:41 PM Subscribe
I work in advertising developing large corporate sites and the question I'm asking is very hard to Google as it is muddled in advertising speak. A big selling point in many of the large CMS systems that I work with are personalization: the idea that content can be delivered to users that meet certain criteria. I will go more into depth in what I mean inside, but the gist of my question is: is there any research that shows personalization is effective in creating "brand awareness," sales/conversions or anything else that can be tracked with a metric? I spend all day implementing these and just don't see the advantage.
posted by geoff. to Computers & Internet (4 answers total) 14 users marked this as a favorite
For large ad networks I see the benefit. If I am on Google and Google knows I'm a ski enthusiast in a nice demographic, there's a pretty obvious point to targeted marketing. If I'm a brand that has no ecommerce function then personalization, while not worthless, begins to lose its appeal. Sure if I'm a large supplier of pillow stuffing and I find out my visitor happens to be a small business pillow stuffing buyer I can show them more small business pillow offerings in an internal side ad, but that seems pretty low. More realistically, if I'm a makeup manufacturer that does not sell directly online I might have a lot of visitors from a lot of demographics. I can surely target teens better than older adults, but how does that track if you're not linking personalized ads to direct purchases? You can just correlate aggregates. Furthermore, at what point can you say I have these many visitors, personalization makes sense at a certain level. Or A/B testing within a personalized demographic makes sense.
I guess I have a somewhat statistics/math background, or at least a background grounded in science, and while I know personalization makes sales of big $500k platforms easier (which is probably why they are such a big deal), I want to believe that there's something grounded in reality and a methodology for tracking these things.
This became a bit rambling, but all day I hear about personas, personalization, visitor profiles and I wonder if any of it is grounded in reality or we're just shilling. There's got to be some actual marketing research on this.