The night before a big promo, a retail team flips on a new set of audience rules. The goal is simple. Show repeat buyers a fast path to checkout. Nudge new visitors with social proof. Traffic surges. Pages start to feel sticky. One region loads a full hero video. Another…
Tag: Customer Journey
When rules beat ai in personalization
Creation date: 2023-06-24T02:31:56 Story led opening The team met to ship a new product sorter for the homepage. The deck said AI would pick the best item for each visitor. The demo was slick. A week in, conversion went down for new visitors and support got flooded by people who…
How to avoid over personalizing
How to avoid over personalizing: perspective, decisions, and practical tradeoffs. Last week a friend sent me a screenshot of an abandoned cart ad. It said Hello mate we saved your exact cart with the blue hoodie in size M. Two minutes later he got a push that said the same…
Journey aware experiences that adapt
Journey aware experiences that adapt: perspective, decisions, and practical tradeoffs. We keep making pages smart and forget the person is moving. People jump from ad to site to app to email to chat. If the experience does not move with them, we lose them. From page tricks to journey sense…
Signals not guesses the right kind of targeting
Signals not guesses the right kind of targeting The coffee was already cold when we realized we were aiming at shadows. A small ecommerce team, two laptops, a whiteboard covered in buyer personas that felt like we cribbed them from a brochure. We had spent real money on broad interests…
Personalization that respects intent
Personalization is powerful until it gets creepy. Respecting intent is where the wins live. We are all racing to tailor content, offers, and messages. Google just pushed Assistant into phones, Salesforce rolled out Einstein, and every martech deck whispers machine learning like a magic word. The temptation is to personalize…