Let’s get personal: how composable makes personalized content easier

"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."

"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."

"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."

"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."

"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."

"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."

"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."

"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."

"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."