Scaling content and delivering personalized experiences requires deep customer knowledge. A well-defined content architecture allows content to be assembled dynamically and exposed contextually to meet the individual needs or wants of the user. This requires data points from multiple sources across the full experience lifecycle to be overlaid to create a federated profile.
We leverage all data sources—web analytics, CRM insights, call center information and sales data, etc.,— to create a holistic view of the customer. We detect patterns in a person’s profile, needs and actions gleaned from these data points and then match content to those patterns. The goal is to progressively hone the content and experience as more data about on-site and online behaviors are captured and turned into real-time content delivery.