What is Contextualization?
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Transcript of What is Contextualization?
“I think what people in mobile always neglected are the possibilities of mobile”
Michael Neidhoefer - Netbiscuits CEO
You can contextualize each stage in the customer journey and understand more about your customer than ever before
Contextual Data
• Hours of day• Days of week• Night / Day• Time since..
• Beacon• Geo-fence• Indoor positioning• City• Country
• Temperature• Conditions such as
clear, rain, wind, storm, snow, thunder storm, fog..
• Make• Model• O/S
Time
Location
Weather
Device
Profile Data
HistoricalData
ContextualData
Hyper- relevant,
contextualmarketing
Highly relevant, customer centric marketing
• Automatically adapt in real time, whenever the customer opens the email
• Every customer receives a completely unique email
• Continually optimize your emails
Personalized recommendations on open
Contextual Marketing Engine
AnalyticsInsight
PersonalisationMessaging
Big D
ata
Cu
stom
er D
ata
LeverageBig Data
To help build a single platform, contextual marketing engine
To drive continuous, relevant, customer
engagement
33%
Customer average attention span
74%
Online Shoppers are frustrated
33%
Spend on personalization by
Companies
56%Increase in sales
56%Brand perceptions
60%Repeat purchases
Why personalization is so important to eCommerce clients
Example of Google Now App Contextualization
Weather
Traffic
Restaurant reservations
Next appointment
In Conclusion
• Ensure messages are as accurate as possible.
• Content must be immediately relevant.
• Use the treasure trove of historic customer data to your advantage.
• Don’t scare your customers.