2.5: Personalization
Mine metadata to personalize offers for greater relevance and conversion. Other Information:
This is the holy grail of consumer marketing. Even a small change in the percentage of offers converting can have a major
economic impact, given the huge audiences the digital world can provide. But personalization also poses major IT challenges
on several fronts, beginning with installing analytics that go well beyond what we have been calling business intelligence,
then finding the folks who can build the algorithms and leverage machine learning to improve them, and then hooking all this
up to real-time engines to interface with media sites displaying ads or ecommerce sites making up-selling suggestions. From
a content management perspective, issues around privacy, security, consumer rights management take on a much bigger life than
ever before.
Indicator(s):
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