If you want to make sure that your customers have a great experience, you need to collect as much data as possible. Knowing the age, region, and preferences of your shoppers will allow you to tailor to their needs. The problem is, collecting user data is easier said than done. Only around 3% of first-time visitors leave any data. Even repeated visitors rarely leave their email, let alone any additional personal info. But there are other ways of learning more about your customers. Today, we’re going to discuss anonymous data tracking and see how it can help you with your personalisation strategy.
Getting To Know The Unknown Users
People who don’t leave any data on your website are usually referred to as “unknown users.” You don’t have any of their personal information, so you don’t know them. Makes sense. However, these users are not completely unknown. There are multiple ways businesses nowadays collect data about their users:
a) The users can leave the information themselves
b) You can find it based on geolocation, browsing behavior, etc.
c) 3rd-party sources can help you create customer profiles
Cookies, for instance, are one of the most common ways of collecting user data, without interfering with their anonymity. But even without cookies, you can still track the behavior of your visitors.
How To Leverage Progressive Profiling
By mining, observing, and analysing data from multiple sources, you can create customer profiles that will allow you to make every visitor have a unique buying experience. As time goes by, you will learn more and more about your customers and your customer profiles will change over time.
Simply put, you need to be working on your customer profiling constantly. In order to accomplish this, your data needs to meet the following criteria:
a) The data you have needs to be clear, comprehensive, and high-quality
b) The sources you get the data from, need to be centralised
c) The data collection platform needs to be actionable
By implementing progressive profiling, you will be able to familiarise yourself with every segment of your audience until there are no more “unknown users” left.
Let’s Look at Some Examples
Now, we’re going to look at some examples of both 3rd-party and user behavior-based personalisation.
· 3rd-Party Data Personalisation
Do you want to hook your visitors from the get-go? Then you need to leave a great first impression. If you know what your customers already like, then you can make their first visit as welcoming as possible. Luckily, you can do that using 3rd-party data. Companies such as OnAudience and Lotame allow you to get access to data from thousands upon thousands of users across the world. How can you use this data? Well, for example, a travel business can recognise users who’ve booked trips in the last month and become more straightforward and aggressive with their messaging.
· Behavior-Based Personalisation
There are lots of things that affect purchasing decisions. Some are less obvious than others. For instance, the climate and the weather in your region certainly has a huge effect on your buying habits. You can use this to your advantage. Molson Coors, an international brewing company has used weather targeting to personalise its marketing campaign. Using geo-location and weather data, they created ads that advised users “to cool-down” when the temperature was 23° and above.
Personalise Marketing For Every Visitor
A large portion of your visitors has never experienced any benefits of personalisation simply because they choose to remain anonymous. Luckily, there’s a way to collect data that will allow you to personalise your content to their needs, without compromising their anonymity.
People are leaving clues about their habits, wishes, and needs all over the Internet. That data is out there for you to collect and use. With anonymous data tracking, you can improve your customers’ user experience, allow them to stay anonymous, and improve your bottom line in the process.