How to Make Things Relevant to Consumers

February 28, 2018 | 2 min read

lia-grimberg

Lia Grimberg

Associate VP, Consulting Services, Toronto

Thought Leadership

There are two celebrities in this world with the following profiles

Consumer A Consumer B
  • Male
  • Born in 1948
  • Grew up in England
  • Divorced and married for the second time
  • High household income
  • Preferences:
  • Holidays in the Alps
  • Likes dogs
  • Male
  • Born in 1948
  • Grew up in England
  • Divorced and married for the second time
  • High household income
  • Preferences:
  • Holidays in the Alps
  • Likes dogs

Would you treat them both the same?

Consumer A: Ozzy Osbourne Consumer B: Prince Charles

Now that you know, how would you market differently to each?

How would you even know that they are different people? The answer is simple, but not easy: single view of the consumer. It means that in addition to the demographic data, we need to add transactional data (what do they buy from you) and behavioural data (what they look at on your website). You can be certain that what they buy would vary significantly and enable you to provide recommendations that would be more relevant and therefore appealing to each.

Relation1 has developed a platform called R1.ai, which is a combination of Artificial Intelligence, combined with business rules stemming from years of experience in personalization. This platform, R1.ai allows marketers to combine data across several databases (demographic, transactional, behavioral, loyalty, 3rd party) to have a single view, and thereby a better understanding of the consumer. Having such a rich view of who your consumer is and what your consumer does enables marketers to create predictive models, get advanced reporting capabilities and recommendation engines, as well as enables sophisticated personalized communications to consumers through multiple channels.

According to the Forbes Agency Council, they see the following trends for 2018:

  • #8. Personalization Along All Stages Of The Sales Funnel
  • #12. Digital Integrated Into Offline Experiences
  • #14. Predictive Algorithms

Having all the data about your consumers in one place, being able to create insights and acting on these insights to create relevant experiences is something that we at Relation1 can help you achieve, so that you can differentiate from your competition, drive sales and capitalize on the trends for 2018.

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