Personalisation

Introduction

Whether you want to use your existing customer segments or deliver on a personalisation strategy, surfacing relevant content to your users is a key part of creating a rich and engaging experience. Our platform provides a robust way of configuring and targeting content to your customers.

There are two clear use-cases that the majority of retailers will want to consider:

1. Segmentation - Targeting content to predefined audience segments.
2. Attributes - Targeting content to specific customer attributes.

Segmentation

Segmentation is the process of dividing your customers into groups based on shared characteristics. For example, you might have a segment for "loyal customers" or "new customers". By defining these segments in Display Shop, suppliers can then target their campaigns to those segments.

Attributes

Attributes are specific customer data points that you can use to target content. For example, you might have an attribute for "age range" or if they are a "member". Again, by defining these attributes in Display Shop, suppliers can then target their campaigns to those attributes.

Segmentation or Attributes?

You might be wondering which approach is best for you. The answer is that it depends on your business and your goals. Segmentation is great for targeting broad groups of customers, while attributes are great for targeting specific customer data points.

In the end you might find that a combination of both segmentation and attributes is the best approach. This is why our platform is highly configurable, so that you can define your audience targeting strategy.

Futhermore, providing optionality for suppliers to target their campaigns will allow for a more diverse set of campaigns to be created, and ultimately a richer and more engaging experience for your customers.

Backfilling

In some cases, a request for ads with niche targeting may not yield any results. In this case we can backfill the request with a broad display ad. This ensures that the user is still shown an ad, even if it's not as targeted as we would like.

At Runtime

You as the retailer would define these segments and/or attributes in the platform. That way, campaigns can opt-in to data points that are available.

During ad generation you would provide the current user's segment(s) and/or attribute(s). The platform would then use this data to target the most relevant content to the user.

Summary

Display Shop's highly configurable approach to targeting lets you define your audience targeting strategy.