In marketing automation campaigns and also in lead management processes, personalization often only involves personal information such as name and address in communication with the customer.
Hyper-personalization goes a big step further and creates completely personalized communications that still use, for example, transactions or the user’s context to create personalized product recommendations. The quality of these recommendations is often tested experimentally, for example in so-called A-B tests. These recommendations are based, for example, on recommender systems or machine learning methods such as kNN algorithms (“k Nearest Neighbor Algorithms”). Ultimately, this means that every user receives a completely personalized e-mail and often completely personalized landing pages are dynamically created for each user.
We support our customers and partners with our products in building platforms that enable highly personalized processes and campaigns to be driven in real-time.