Understanding Your Clients Goals
Understanding your client, their goals, and offers are key when starting the journey into web personalization. This information allows you to understand what kind of data needs to be collected during the crawl phase of the personalization process and will stand as a foundation for future campaigns.
Crawl optimizations can start immediately and include personalizations that can be quickly collected. A few examples of crawl personalizations would be Geo-location and device type.
Personalizations in the walk phase generally require a more prolonged data collection process and the creation of additional content. A few examples of walk personalizations would be browsing behavior and completed events.
In the run stage, you can start to build multi-segment personalizations. These kinds of customizations require an extensive data set to define user segments further, guide targeted content creation, and increased attention to develop and execute user rules. Examples of walk personalizations would be a combination of multiple lower-level personalizations and cross-channel functionalities.