Read the first step: Define the Persona that you want to influence.
The second step in our recipe for personalization success series is the step that will ultimately determine if your actions are effective and driving the results you want.
Step 2 – Understand the specific KPI you’re trying to affect
On any journey, you need to know where you want to end up otherwise you’ll end up wandering aimlessly. On a hike in the woods this can be fun, but in marketing, we need to know the path we want our customers to take.
Once you understand what persona you’re trying to take then you need to decide what it is that you want them to ultimately do, and be specific about it. What business KPI are you trying to affect with your personalization program?
“If you can’t measure it, you can’t improve it”. – Peter Drucker
It can be a simple goal of completing a form, or more complex actions like making a purchase of a specific product in a limited time window. The point is that your team needs to pick a KPI to focus on and agree that you will use this KPI as the main measure of success for your personalization program. There are times where there is more than one thing that can be improved, but when you’re starting out you want to make sure you’re focusing on one key action, otherwise you’ll struggle to measure success if you get conflicting KPIs.
Once you know what KPI you want to measure you can begin to work through the rest of the recipe card towards and effective personalization program.