Rules based vs AI based personalization
In a complex enterprise environment, you can’t achieve personalization by manually scheduling content pathways. It simply doesn’t account for buyer preference, content volume, and channel selection.
Jonny Rose
Why is AI-based personalization the way to go?
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Rules-based Personalization |
AI-based Personalization |
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Content tagging |
In order to personalize content, you first need to tag it. |
Manual tagging (who has time for that?) |
Automated tagging (complete and consistent) |
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Buyer data |
In order to match content to an individual, you need to know their preferences. |
Third-party intent data, Account Intelligence, MAP data |
First-party intent data, and any other data (MAP/CRM/ABM) |
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Granularity of data |
How does the system match content to buyer? |
Segment-based approach (by industry or account) |
1:1 matching of content to buyer (takes account of individual, emerging preferences) |
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Timeliness |
How timely is the decision? |
Content options pre-configured before user session, not responsive to everchanging options and interests |
Content options and buyer data assessed in real-time user session, responding to dynamic preferences |
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Channels |
Where does this work? |
Limited; usually just on web or email; each channel siloed and set up independently |
Seamless; works in synchronization across all digital channels |
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