Let’s get personal: how composable makes personalized content easier
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Emma Furlong, Director of Product Marketing at Dynamic Yield, explores how composable tech helps you deliver highly personalized and localized content with a fraction of the effort.
- What is Dynamic Yield and Emma’s role within the company?
- The key elements and challenges in delivering effective personalization at scale
- What differentiates mature organizations from others in their approach to personalization?
- How Dynamic Yield recommends structuring teams for effective personalization and AB testing
- What is the gold standard of personalization, and how can it enhance user experience
- Dynamic Yield's approach to personalization and its relationship with technology integration
- Besides retail, which industries have unique personalization advantages due to their data?
- How does Dynamic Yield utilize AI to enhance and simplify the personalization process for marketers?
- Upcoming advancements and integrations in AI and technology are being explored
00:33 What is Dynamic Yield and Emma’s role within the company?
Emma is the Director of Product Marketing at Dynamic Yield, a comprehensive personalization platform.
"I am the Director of Product Marketing at Dynamic Yield. Dynamic Yield is an all-in-one operating system that synchronizes and optimizes personalized experiences across the entire technology stack. So, everything from web personalization and recommendations to personalization, email, SMS and even offline personalization."
01:22 The key elements and challenges in delivering effective personalization at scale
Effective personalization requires the right technology combined with the correct methodology and scale.
"There are two components to effective personalization. First, consumers expect personalized experiences everywhere, meaning brands aren't just competing with industry peers but with the best experience a customer has anywhere. Organizations often struggle to meet this standard, not necessarily due to technology, as there's excellent personalization software available. The challenge is without the right methodology, team structure and roadmap; scaling becomes difficult. You might have an outstanding tool, like a high-end Ferrari, but it's ineffective if you can't operate it. Thus, combining the right technology with the right methodology is crucial for delivering personalization at scale."
02:44 What differentiates mature organizations from others in their approach to personalization?
Mature organizations have dedicated personalization teams, maximizing technology and advancing the industry. Others need some guidance.
"Organizations that mature in personalization have created personalization centers of excellence with dedicated teams focused on building roadmaps and defining content zones for optimization. These teams integrate deeply with the broader marketing team, ensuring personalization remains central to the business rather than an added layer. In contrast, less mature organizations might try to incorporate personalization without expertise, requiring more guidance. There are abundant resources, including those from Dynamic Yield, which are technology-agnostic and designed to help brands build personalization programs. The complexity of personalization means breaking it down is essential. Our goal is for more brands to establish personalization centers of excellence, maximizing their technology's potential and advancing the industry."
04:47 How Dynamic Yield recommends structuring teams for effective personalization and AB testing
Dynamic Yield emphasizes merging AB testing and personalization teams for compelling insights.
"The customer success managers at Dynamic Yield and many other personalization technology providers prioritize helping customers build their team structure. Many of our customer keynotes at events feature discussions about structuring teams to support personalization. We've noticed that sometimes the AB testing team is separate from the personalization team. However, we advise against this separation because effective personalization requires that these activities occur in tandem. If you're AB testing something on a website, applying those insights to personalization is crucial. Testing without subsequent personalization means you gather insights but don't act on them. Conversely, personalizing without prior testing is akin to guessing. After experiencing this with Dynamic Yield, one of our customers merged these teams to harness the benefits of a unified workflow."
06:19 What is the gold standard of personalization, and how can it enhance user experience
The gold standard of personalization tailors experiences, anticipating users' needs for seamless navigation.
"The gold standard of personalization is when a brand, such as an airline, serves the right content and messaging to the right person at the right time, anticipating their needs and ensuring they quickly and effectively achieve their goals. This results in the user feeling the experience is truly tailored to them. While there are countless use case permutations, simply displaying someone's name on a website doesn't achieve this goal. The ideal vision is for every customer to feel understood, with experiences tailored to their interests, ensuring seamless navigation towards their objectives."
07:38 Dynamic Yield's approach to personalization and its relationship with technology integration
Dynamic Yield champions composable tech for seamless, real-time personalization across diverse MarTech stacks.
"Personalization relies on various technologies, with Contentstack being pivotal as a content management system through which we serve personalization. Dynamic Yield is part of the MACH Alliance and is a staunch supporter of composable solutions. We see ourselves as a headless personalization solution, emphasizing the integration of top-tier technologies across the entire marketing tech stack. We don't want our customers to feel limited to specific systems to use Dynamic Yield effectively. With a composable approach, they can craft the best MarTech stack for their needs, ensuring seamless integrations and capabilities across diverse technologies, essential for real-time site personalization using content from the CMS. Composability remains central to our philosophy."
11:18 Besides retail, which industries have unique personalization advantages due to their data?
While retail pioneers personalization, industries like airlines and banks leverage richer customer data.
"Traditionally, retail has been a pioneering industry for personalization. Yet, some financial services and travel clients are making significant strides. For instance, airlines or banks often possess more customer data and a higher rate of customers logging in and authenticating. While these industries might be in the earlier stages of their personalization journeys, they have a wealth of data, giving them a unique advantage. Consider the potential for an airline to personalize experiences with their vast data, especially when customers trust the transparency with which this data is used. Leveraging authenticated post-login data can be more impactful than most retail interactions with unauthenticated or anonymous users. Industries like finance, travel and even grocery have distinct advantages that can surpass retail in some personalization aspects."
20:17 How does Dynamic Yield utilize AI to enhance and simplify the personalization process for marketers?
Dynamic Yield uses diverse AI tools to enhance and simplify personalization for marketers.
"AI offers multiple avenues for effective personalization. A prime example is generative AI, like ChatGPT. At Dynamic Yield, we've incorporated a tool called Copyright ML, a generative AI solution. It assists users in generating copy ideas for emails, AB tests and website content. Moreover, we utilize a comprehensive deep-learning system, particularly for product recommendations. While we've had this feature for a while, continuous innovation remains our focus. Deep learning determines the products customers might find appealing or choose to purchase. Additionally, our AI-powered affinity profiles use deep learning to understand customer preferences. Instead of recommending similar products repeatedly based on a single purchase, our system recommends complementary items, ensuring relevance. This AI integration enhances personalization, simplifying the process for marketers."
26:10 Upcoming advancements and integrations in AI and technology are being explored
Exploring AI interfaces for digital experiences and enhancing seamless technology integrations.
"There's much on the horizon. We're eager to explore diverse AI interfaces for digital experiences. Particularly, the emerging trend in visual AI, where you can identify products based on visual similarities, excites us. The more customers adopt a composable approach, the better they can refine their marketing technology stack without constraints. While many of our clients have embraced a headless approach, we're focused on offering bespoke, tighter integrations. Seamless integration with any technology partner through APIs is our strength. However, our goal is to facilitate one-click integrations directly in the product, promising valuable future integrations for our customers."