At Baynote, we use data to shape and personalize online experiences so that they are responsive to user choices. We do this at both the individual level – tracking user clicks and dwell times – and by compiling available information to create groups of like-minded shoppers. Together, these data sets create customized individual experiences that increase a user’s engagement with the products and results in higher conversion to sales. While retailers have long realized the potential for website personalization, they have not always been successful at implementing it to increase customer engagement. That’s where Baynote comes in. Rather than using data to simply predict a user’s next action, we work to analyze possible responses to all actions and then shift behavior to meet both the end user’s and the online retailer’s goals.
We’ve all had the experience of seeing ad content on Facebook shift based on our recent links or comments on products. Recent studies indicate that while website personalization techniques like this do impact behavior in social media environments, they might still be even more effective in more traditional avenues such as searches via search engines like Google or Bing as well as targeted email campaigns. While social media continues to generate great buzz in the personalization discussion, it would be wise for online retailers to continue to pay attention to all marketing channels.