Data-driven personalization is the practice of delivering relevant content to your customers based on the information you've gathered about them. Before data and personalization, brands had to generate demand for their products or make assumptions about their audiences using generalized data. But thanks to the internet and mobile devices, it's possible to communicate with heightened awareness about your market.
A data-driven approach enables you to collect data and use that data for a better customer experience throughout the entire customer life cycle. More importantly, it allows you to communicate the right message at the right time, based on where the customer is in that cycle, increasing engagement and conversion rates.
But the secret to making this personalization work is trust, which is earned through responsibly managing your customers' data. You have to strike the right balance between data and personalization, and your customers' privacy.
Here's exactly how to do that.
Five minutes before dinner (Amira made home made mushroom pasta; I made bread), we realized that we were out of butter.
Without even hesitating, she grabbed a bottle of whipping cream from the back of the fridge and poured it into a jar. She then tossed in a kefir grain which she always cultivates and keeps in the fridge, closed the lid and handed me the jar. "Please shake this until it's butter," she requested. So I did.
Once the buttermilk fully separated from the butter, we removed the grain, poured the buttermilk into a jar and put the button in ice water. Amira squeezed out the last bits of buttermilk, and there it was: delicious butter!
Like Captain Kirk confronted with the Kobayashi Maru, she hacked the cream instead of accepting defeat.
Amira just doesn't believe in the no-butter scenario.