▶️ Look forward before looking backward

▶️ Avoid over-personalizing by focusing on common needs or top tasks for groups

▶️ Fine-tune specific interactions based on the above, plus behaviors

Let's break it down:

1️⃣ 𝐒𝐭𝐚𝐫𝐭 𝐰𝐢𝐭𝐡 𝐮𝐬𝐞𝐫 𝐢𝐧𝐭𝐞𝐧𝐭: Before analyzing past behaviors, try to understand why users are engaging with your content or platform. What are their underlying needs and motivations? How?

🎯 Conduct qualitative research that establishes a stable foundation portfolio of customer needs to measure

🎯 Conduct quantitative research to prioritize those needs so you're no longer guessing (yes I'm talking to you!)

🎯 Uncover deep insights that are unknown to your competitors

2️⃣ 𝐒𝐞𝐠𝐦𝐞𝐧𝐭 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜𝐚𝐥𝐥𝐲: Group users based on shared situational factors and needs rather than trying to personalize for each individual.

🎯 Identify top tasks: Determine the most common and important tasks for each user segment and prioritize personalizing these experiences.

🎯 Balance personalization and consistency: Maintain a coherent brand experience while personalizing key elements.

🎯 Use adaptive content: Create content that can flexibly serve multiple user groups with minimal changes.

3️⃣ 𝐒𝐭𝐚𝐫𝐭 𝐰𝐢𝐭𝐡 𝐛𝐫𝐨𝐚𝐝 𝐬𝐭𝐫𝐨𝐤𝐞𝐬: Begin with personalization based on common needs and group preferences identified in steps 1 and 2.

🎯 Layer in behavioral data: Gradually incorporate individual user behavior data to refine the personalization.

🎯 Use progressive profiling: Collect user information over time to build a more complete picture and avoid overwhelming users with requests for information.

🎯 Implement contextual personalization: Consider factors your learned in step 1️⃣ about group situations and contexts, and not just time of day, device type, or location data.

You can also implement contextual personalization, feedback loops, and balance automation with human touch. But the critical thing to keep in mind is that running out to purchase a #CDP and a #journeyorchestration platform before you understand the WHY is a recipe for disaster ...

... or at least a wasted investment.

🆁🅴🅼🅴🅼🅱🅴🆁: OO + NT = EOO

If you'd like see a comprehensive model that gives you STEP 1️⃣ right out of the gate, check this out:

https://jtbd.one/personalization-audience-3e2724

You'll get:

⏺️ 𝐈𝐦𝐦𝐞𝐝𝐢𝐚𝐭𝐞𝐥𝐲: A PDF post of the image included in this post

⏺️ 𝙏𝙤𝙢𝙤𝙧𝙧𝙤𝙬: A FREE access link to an online (comprehensive) personalization model based on Jobs-to-be-Done

No, not the "Interview a buyer" version. The REAL VERSION of #JTBD

Save yourself 6 weeks or 6 figures and just grab this while it's available 😉.

#jobstobedone #personalization #informationarchitecture #cms #customerjourney #strategy #innovation

3 Tips for Mastering Content Personalization

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