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Personalization is vital in data-driven marketing, helping companies create individual relationships. Steven Grindlay discusses with Kevin Nichols the importance of data in personalizing customer experiences. Steven also explains how, when utilizing hyper-segmentation, companies will focus on one-to-one relationships rather than demographics. When companies provide positive individual experiences, brands can influence others through their recommendations while shaping consumer behavior through positive experiences. Kevin sits down with Professor Steven Grindlay as they go over the history of content in the full podcast episode below: YouTube: https://lnkd.in/ei-DSPAt Other platforms: https://lnkd.in/eAymYxSD #DataDrivenMarketing #Personalization #CustomerExperience #MarketingStrategy #DataDriven #DigitalStrategy #ContentStrategy #CustomerEngagement #HyperSegmentation #DigitalMarketing #ContentMarketing

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The other thing that I think that data becomes absolutely imperative when we look at it is a personalization. and about four or five years ago, I started to sort of throw out the idea that ultimately I thought we would eventually get to a point of hyper segmentation, where it was a multitude of one, where companies would stop worrying about whether or not you fit into the demographic or the psychographic and started to create real relationships again, based on customer experience. That created a real relationship with an individual. And how those individuals coalesced or didn't would really be largely up to the individual. And when we look at things like sort of, multi sided platforms, business models and whatnot, that kind of underpins that idea that if I can create a positive experience with one human being, okay, then what, in effect, happens is over time, the brand becomes an influencer as opposed to an individual. And that's entirely possible. in fact, we see it to some degree in sort of the consultative, organizations. People like McKinsey, and co people like Accenture and whatnot, people like Deloitte have actually created the point where they are to some degree now, not just a brand, they're an influencer brand. If Deloitte says it's really good or McKinsey has this take on it, or Accenture believes this and it's busy developing and investing in, then that tends to encourage other people to follow, along or in suit. Right. So I think that when you look at personalization, having that experience and being able to collect meaningful data from that, and I think that's the first part of the strategy, is, well, what constitutes meaningful data? And again, I think it's part and parcel of where content lives within the organization. Marketing people tend to sort of look, at the metrics and view it in terms of, well, how long did you engage? Where were you, are you likely to refer us to your friends or all of those different kind of values? O and I have a colleague who built a very small company here in Montreal, and they, they're kind of become a leading, organization and the home automation, game in Canada. And so they, they play with the people who have, you know, multi million dollar mansions and so on and so forth, with, you know, their own, theater downstairs and all kinds of bits and pieces. in any event, what they did is they, you know, they now sort of work with a, variety of different integrators who are able to now pull together all of these different mechanical systems like for heat control, for shades, for, audio, for lighting for all of these different elements and pull them all together.

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Erika Zucker
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Check out this short clip as Steven Grindlay discusses with Kevin Nichols the importance of utilizing hyper-segmentation. Watch the full episode below as Kevin sits down with Professor Steven Grindlay to reflect on the history of content: https://lnkd.in/ecfmW8ZU What are your thoughts on hyper-segmentation? Let me know in the comments below. #DataDrivenMarketing #Personalization #CustomerExperience #MarketingStrategy #DataDriven #DigitalStrategy #ContentStrategy #CustomerEngagement #HyperSegmentation #DigitalMarketing #ContentMarketing

AvenueCX

1,227 followers
3w Edited

Personalization is vital in data-driven marketing, helping companies create individual relationships. Steven Grindlay discusses with Kevin Nichols the importance of data in personalizing customer experiences. Steven also explains how, when utilizing hyper-segmentation, companies will focus on one-to-one relationships rather than demographics. When companies provide positive individual experiences, brands can influence others through their recommendations while shaping consumer behavior through positive experiences. Kevin sits down with Professor Steven Grindlay as they go over the history of content in the full podcast episode below: YouTube: https://lnkd.in/ei-DSPAt Other platforms: https://lnkd.in/eAymYxSD #DataDrivenMarketing #Personalization #CustomerExperience #MarketingStrategy #DataDriven #DigitalStrategy #ContentStrategy #CustomerEngagement #HyperSegmentation #DigitalMarketing #ContentMarketing

The Benefits of Data in Personalization and Hyper Segmentation
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what a fun conversation! We would talk about this topic for days! Tune in to discover how knowing your ideal customer avatar is a powerful tool for content creation and business building.

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