過去夫妻經(jīng)營店提供個性化客戶體驗的日子已經(jīng)一去不復返了。然而大數(shù)據(jù)的發(fā)展有可能將可定制帶回我們的生活。
現(xiàn)在數(shù)據(jù)的收集和分析行為越來越復雜，營銷人員有機會評判線上營銷是否有前景，并且能直接對接用戶的個人需求。像亞馬遜之類的公司已實踐產(chǎn)品推薦系統(tǒng)有很多年，而B2B的個性化會最終迎頭趕上。
今天，B2B營銷人員使用個性化手段來促進營銷，既部署在入站流程又部署在出站流程。然而，現(xiàn)代營銷的個性化手段仍存爭議，這一手段是否有用，以及如何處理與用戶的隱私關切之間的關系都懸而未決。
DecisionLinks公司的總裁David Bailey表示，“許多人都在購買客戶重定向與網(wǎng)頁個性化的服務，但是他們并未花時間去研究這是否有效”。 DecisionLinks是一家預測客戶引流效果的智能系統(tǒng)提供商。
入站營銷的個性化
Forrester Research的首席分析師Rob Brosnan表示，個人化發(fā)展迅速，已突破傳統(tǒng)的基于橫幅廣告的再行銷手段，進入涵蓋Web和多渠道的入站營銷手段。
比如，個性化的入站營銷包括，根據(jù)用戶檔案提供獨特的網(wǎng)頁內(nèi)容，或者在用戶再次訪問網(wǎng)站時給出特定的產(chǎn)品供應信息。Brosnan認為，提供此類服務的市場規(guī)模正在以年均40%的速度增長，而這一趨勢將延續(xù)下去。目前提供此類服務的公司包括Adobe, Causata, IBM, Maxymiser 以及Oracle。
“有意思的是大多數(shù)B2B公司已經(jīng)有了足以進行個性化營銷的內(nèi)容，問題在于他們向用戶展現(xiàn)這些個性化的信息。”Insightera公司的聯(lián)合創(chuàng)始人Mike telem做出如上表示。這家公司提供營銷個性化軟件，幫助企業(yè)實現(xiàn)向網(wǎng)站訪客提供個性化內(nèi)容這一目標。
入站營銷個性化的應用出現(xiàn)時間不長，而出站營銷的個人性已經(jīng)有很長的歷史了。出站營銷的個性化手段往往被稱為客戶重定向或者客戶再營銷。舉一個最簡單的例子，用戶在訪問某一品牌后，重定向技術將把訪問的cookie存入用戶使用的瀏覽器，而后在用戶訪問其他內(nèi)容時向用戶提供指定的橫幅廣告（前提是用戶訪問的網(wǎng)站是營銷人員投放的廣告網(wǎng)絡的組成部分）。重定向技術幾乎在任何互聯(lián)網(wǎng)交互過程中采用，無論你是在填寫一份表單，將某產(chǎn)品放入購物車，訪問一個網(wǎng)站，打開一封電郵，訪問Facebook或者對EDM做出回應。
盡管個性化營銷手段發(fā)展很快，但重定向技術仍然存在不少問題。DecisionLinks的Bailey發(fā)展，要對重定向技術的營銷性做出可靠地評估十分困難。
“評估的透明度是一個問題”，Bailey認為，“許多機構調整營銷活動的數(shù)據(jù)或者結構，使活動看起來有效，但實際情況很難說。如果問題是用戶會重新點擊這一網(wǎng)站么，答案是肯定的。但是用戶最終是否完成購買的操作呢？從我們的早期數(shù)據(jù)來看，這一投資似乎是值得的。但這主要是因為我們專業(yè)瞄準了底層的用戶。他們已經(jīng)做好了購買的準備。如果處在購買流程中稍高的位置，就很難判斷是否有效?！咀g者注：對buyer funnel并沒有找到比較合適的譯文，從網(wǎng)上轉一張buyer funnel的圖，以增進大家的理解。譯者水平有限，致歉！】
重定向策略也很容易出錯。Epsilon公司在線解決方案部門的高級副總裁Kerry Morris表示，營銷人員經(jīng)常錯過在多種不同渠道中應用營銷手段的機會?！安灰獌H僅重定向網(wǎng)站的訪客，你應對所有渠道的用戶實施重定向，比如電子郵件的用戶，目錄直郵的響應者，以及在實際部門中購買的用戶?！?/p>
第二個錯誤在于營銷人員如何看待成功的來源，Morris表示“如果營銷人員將成功僅歸功于最后接觸的渠道，用戶購買前和賣方聯(lián)系的最后渠道會被認為是造成轉化的唯一渠道。由于重定向策略來源于其他互動行為的驅動，往往發(fā)生在購買流程的后期，這往往使得它將其他渠道、手段帶來的效果納入自身效果衡量中去。“
營銷人員需要設計鼓勵用戶參與的規(guī)劃，這些規(guī)劃利于增加客戶訪問網(wǎng)站的頻次。否則用來識別客戶訪問的Cookie終會失效。
ReTargeter公司的營銷經(jīng)理Ilana Bercovitz建議，將訪問次數(shù)與廣告被展示的次數(shù)關聯(lián)起來評估，并且在目標用戶采取你所引導的行為之后停止這一活動。
采取最佳策略實施客戶重定向十分有用。Ilana Bercovitz認為，”重定向技術對品牌營銷的效果是公認的，但是人們往往意識不到重定向技術對用戶引流和將用戶引導到購買流程底層帶來的效果。，
除了在評估效果上會面臨問題，用戶對隱私的擔憂也是數(shù)字個性化技術的一大問題。無論是通過cookie定位用戶，跟蹤用戶訪問行為，或者收集用戶的數(shù)字信息來提供用戶關心的內(nèi)容都會面臨這個挑戰(zhàn)。
Bercovitz強調，廣告顯示的重定向技術完全不會存儲任何用于識別用戶的信息。“這一問題變得越來越負責，人們關心隱私，但是我們的技術并不會侵犯任何人的隱私?！?/p>
原文如下：
The days of mom-and-pop shops offering an individualized customer experience have mostly become a thing of the past, but the growth of Big Data may be pinging customization back.
Increasingly sophisticated data gathering and analysis now enable marketers to identify online prospects and speak directly to their personal needs. Companies such as Amazon, with its product recommendation system, have done that for years, but b2b personalization may finally be catching up.
Today, b2b marketers are using personalization both for in- and outbound marketing efforts, in desktop, and to a lesser degree, mobile environments (see sidebar). But modern marketing personalization can stir up controversy, sparking questions about if it works and how to handle privacy concerns.
“A lot of people are buying [retargeting and Web personalization] services, but they haven’t spent a lot of time answering [questions about] if it works,” said David Bailey, president of DecisionLinks Inc., a provider of predictive lead intelligence systems.
INBOUND MARKETING PERSONALIZATION
Personalization is quickly moving beyond traditional banner-based remarketing to inbound marketing for both the Web and multichannel environments, said Rob Brosnan, principal analyst at Forrester Research.
Tailored inbound marketing can, for example, include serving up unique Web content based on a visitor’s profile or making specific product offers to returning customers. The market for these services—provided by companies such as Adobe, Causata, IBM, Maxymiser and Oracle—is growing by 40% a year and will keep growing, Brosnan said.
“The interesting thing is that most b2b companies already have the content to ping personalization,” said Mike Telem, VP-business development and co-founder of Insightera, a provider of marketing personalization software that enables companies to serve tailored content to website visitors. “The problem is that they don’t have ways to present that information.”
While inbound marketing personalization is relatively new, outbound marketing personalization—also known as retargeting or remarketing—has a longer history by Internet standards. In its simplest form, retargeting involves dropping a cookie into a prospect’s powser after they engage with a marketer’s pand in some capacity, then serving up banner ads specific to that user no matter where they go on the Internet (provided that they visit sites that are available to the ad network the marketer is using). That remarketing is possible with almost any Web-based interaction, whether it’s partly filling out a Web form, putting a product in a cart, visiting a website, opening an email, visiting a Facebook page or responding to direct mail.
But despite its rapid proliferation, there are still questions surrounding remarketing. As Bailey at DecisionLinks found out, it can be hard to get reliable numbers on its effectiveness.
“Transparency has been hard to find,” Bailey said. “A lot of agencies tweak their numbers or structure a campaign so it looks like it works, but it’s hard to tell [if that's so]. If the question is “Will they click back?’ The answer is yes. But will they end up buying in the end? From our early data, it certainly seems like it will be worth our investment, but that’s primarily because we’re targeting lower-funnel prospects. They’re ready to buy. If they were higher up in the buying funnel, it would be harder to justify.”
Retargeting campaigns may also be vulnerable to mistakes. Kerry Morris, senior VP-online solutions at Epsilon, said marketers often miss an opportunity to expand the tactic across other touch points. “Don’t just retarget website visitors, he said. “You should also retarget email openers, direct mail responders and consumers who make a purchase in a physical store.”
A second mistake is related to how marketers attribute success, Morris said. “If a marketer is using a last-touch attribution approach, then the last contact to occur before the purchase will receive all of the credit for the conversion,” he said. “Since retargeting is by definition triggered from another interaction, it typically occurs later in the purchase process, so it will receive a disproportionate amount of the credit.”
Marketers also need to design engagement programs that will increase the frequency of customer website visits, Forrester’s Brosnan said. Otherwise, cookies used to identify customers essentially expire, he said.
Ilana Bercovitz, marketing manager at ReTargeter, advises putting frequency caps in place on the number of times an ad can be served up and stopping a campaign when the prospect takes whatever action you’re trying to encourage.
Following best practices can make retargeting useful in multiple ways, she said. “Retargeting is definitely effective for panding,” Bercovitz said. “[But] people don’t realize how effective retargeting can be in lead generation or lead nurturing, and moving leads further down the funnel.”
Aside from the question of whether it works, the issue of privacy is constantly hovering around the issue of digital personalization—whether it’s dropping cookies into people’s powsers and following them across the Internet or assembling a digital profile of a website visitor in real time and serving up adaptive content.
But, Bercovitz said, it’s important to note that display ad retargeting does not store any personal identifying information. “It’s an increasingly complex space, and privacy is a concern; but we’re not infringing on anyone’s privacy,” she said.
來源：www.btobonline.com
評論：
@吾為暮斯: 某種程度，美國的今天是中國的明天，大數(shù)據(jù)大家都知道那是趨勢，但對于中國電商平臺切勿操之過急，搞不好強制上大數(shù)據(jù)只是空架子。數(shù)據(jù)是為“服務“而服務，服務是為數(shù)據(jù)而提供接口，建立模型，分析方法，數(shù)據(jù)應用缺一不可。你可以沒看到大數(shù)據(jù)，但當別人數(shù)據(jù)為王賺幾百億時，別哭哦：）
