The 6W’s Framework for Intelligent Personalization
The message when personalised would look like this for the three women:
- Chloe would receive digital ads with plus size models wearing the brand’s outfits.
- Rachel would get a customized wedding dress on the poster which would popup on her phone at the evening time.
- Kate would get suggestions on a lace sleeved dress and some carousel ads with sleeveless dresses.
To be able to truly give a personalised experience, each of the above women should each receive different messages with different images at those times and channels which complies with their unique situations. While it is impossible to know every detail, you can certainly know their purchasing history, or their past experiences with your brand, or if they have ever responded to any of the messages before, or engaged with your brand at certain channels, and if they have ever taken any action in the past.
When you blend your business insight, to know your customers better with the digital analytics and digital intelligence that can rapidly analyse large amount of data, it is possible to make custom made experiences for your customers and create those conversion generating experiences.
Here’s how we go about it.
The 6WS of Personalisation
Who Why What When Where How
Personalisation is a multi-sided and multifaceted concept. Before digital intelligence made it possible, marketers were dependent on the manual efforts made by the humans. This emphasised the need for segmentation, but it became the only thing that was emphasised on. Digital intelligence has transformed this. Today marketers use human insights along with the powerful artificial intelligence and machine learning based digital analytics to give multi-dimensional insights that further lead to a personalised customer experience.
To go further than segmentation, marketers need to use a framework that answers the basic simple questions; The “6Ws”, Why, Who, What, When, Where, and hoW.
Marketers can use these six guiding principles to create a roadmap towards delivering an authentic personalized customer experience.
Let’s see what these say:
Why—Reason for Your Campaign
You always start by asking why. Why do you need the campaign? Why does it matter to your consumer and your business? Do you have a surplus of a certain product? Trouble engaging with a certain segment of your customer base? Has your competition done something that requires you to react? Why you need the campaign is base to setting up the remaining ‘Ws’ in an ultra-personalized way.
Who should receive the offer? Who are the different groups you want to personalize your efforts toward? Here, you must think beyond generalized demographics and current definitions of what personalization means. Your customers are individuals and they want to feel that your brand understands their preferences, desires, and goals.
What—Offer & Creative
Now that you know why and who, you need to decide what specific product or service you are presenting, what type of promotional offer, if any, and the different creative for each message. But it is not practical to design manually a creative for each customer. That’s when digital intelligence steps in and can help you create automated creative for each customer and manage more than one campaign.
Timing is critical.
When is the best time to send each offer to each customer? It is not going to be the same for all kinds of customers. It’s important that you send messages when each one is most likely to see the offer and engage. Digital intelligence is at your rescue in this one too. People’s lives are dynamic and to track their dynamic behaviour these changes can shift when they are most likely to engage with a message from your brand.
The closer you get to sending offers or delivering messages when they comply most with each customer, the more likely customers are to engage.
The channel which you use to send your offers are as important as any other aspect.
Every customer will have a preferred channel where they spend more time and are most likely to see and click on the message: Is it your app? Your website? Email newsletters? Social? Digital ads? It’s an increasingly complex decision as new channels continue to appear in the market. But nowadays with digital analytics and intelligence everything can be known.
You need to know how much messaging is too much. Message too much, you may lose the customer, message less and they forget about you. So how ofen should you interact with customers? It’s complex. Optimizing frequency is, again, a work for digital intelligence. Each customer has different and unique preferences for how they like to be communicated. Customizing frequency is critical to true personalization.
Is Your Organization Ready? Stages of Personalization Maturity
When you are able to use the 6Ws as a foundation to personalize your campaigns, you will be able to create experiences that truly resonate with customers, driving loyalty and retention. But are you ready? Most companies fall into different “maturity” levels when it comes to their ability to be able to personalize marketing campaigns. It’s completely fine to start where you are and grow.
You can put a brand’s marketing into one of the four progressively more developed groups based on what personalization methods the brand uses and how broadly they employ the 6Ws. They’re called the Stages of Personalization. The more developed the stage, the better the average message performance. Going up even one stage can have a huge impact on average message performance.