Why personalization is key to more revenue from your existing customers - with Wojciech Gryc of Canopy Labs
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\\n\\nPersonalization has been the holy grail for marketers. Remember those early days of the commercial web when it was talked about as a done deal? Well, here we are 20 years later and this craft is really just now emerging as plausible. Why is this? First off, think of the industries that needed to be invented that we really had no idea about when the web had that promise: Mobile, big data, cloud computing - all things that have needed to fall into place in order for real personalization to occur. How naive were we to think all we needed was a cookie...
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\\n\\n\\nToronto-based Canopy Labs is one of the emerging companies that is finally bringing personalization to business through the use of most of the things that weren\'t invented when this concept was put forward. But, really, when talking with CEO Wojciech Gryc, all they really need is sales history to make their offering work. This episode focuses on the theory of how personalization works and what impact it can have on the bottom line. Wojciech highlights how data can be used properly to help sell, how mobile fills a giant hole, how purchase history is the key predictor and what the optimum personalization experience ought to be.
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\\n\\n\\nThis episode is much broader than just mobile but is important in order to understand the relevance and effectiveness of targeted communications to your customers. Get the infrastructure right and the platform contributes. Get it wrong and the platform is detrimental.
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\\n\\n\\nFull show notes can be found here.
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