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Adaptive Personas

Adaptive Personas

People don’t always behave in the same way!

Customer personas work well in a single channel but can become ineffective in a multi-channel marketing campaign. Adaptive Personas take into account the platform, the channel and the individual customer to deliver a more engaging experience.

Adaptive Personas are detailed descriptions of each of your target customers – similar to segmentation profiling. The difference being that each customer will dynamically transition between one or more of your Adaptive Personas in any given day, hour or minute depending on their changing behaviour and real-time analytics, whilst live on your website.

Adaptive Personas

Each client’s unique set of Adaptive Personas are developed based on how human beings make decisions within short time constraints and using limited information – a typical online scenario. The new methods include Bayesian, Heuristics and pattern recognition to analyse and interpret ‘flash’ behaviours simultaneously with demographic, lifestyle, social and transactional data – all in a fraction of a second.

The results give Shine CK clients the tools needed to make robust, reliable and responsive decisions.

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Retention

Retention

In the good old days …

shopkeepers would welcome back a returning customers like an old friend. They’d talk to them about what’s going on in their in their lives, then entice them with new product-lines and offers. Even if those customers didn’t spend any more, their loyalty would be unquestionable.

How do we replicate that bonding process in today’s world?

From the first moment your customer begins their journey with you, Shine CK will build an individual Adaptive Persona, based on a wealth of ‘on-the-spot’ insight. Whenever they return to your website you will know exactly what web pages, offers or promotions are most likely to appeal and encourage them to buy, at that precise moment.

In short, Shine CK helps to increase your conversion rate and ROI.

But it doesn’t stop there – in fact each Adaptive Persona continues to evolve. Unlike offline profiling, an individual’s changing behaviours and preferences are not based on predictive analysis alone, they are based on instant and immediate knowledge that enables companies to make ‘in-the-moment’ decisions about how and when to interact and engage appropriately.

What’s more we can tell you the combination of online and offline media channels you should use as part of an integrated media strategy to retain or win them back. All of this can be actioned in the blink of an eye – so the moment someone abandons their basket or leaves your website you can pre-schedule a series of automatic events to target through direct channels depending on their unique preferences, such as email, SMS, social media, telemarketing or direct mail.

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Acquisition

Acquisition

A new customer lands on your website. You don’t know who they are, they have no browser history with you and as far as you know they’ve never purchased from you before.

Acquisition

So how can you possibly give them an individual online experience; adapting the way you engage with them and talking to them in a way they are most likely to respond, with offers that are targeted to appeal to them at that precise moment?

At Shine CK, we create sophisticated prospect behaviour models, using anonymised data from browser history and past transactions, of existing customers, as well as retrieving real-time information direct from digital data points across multiple sites, to affect an online targeting strategy.

We simultaneously measure and analyse vast amounts of information, including demographics, lifestyle, behavioural, social profiles and transactional history to capture the essence of an individual and generate a unique ‘persona’ at a particular moment in time.

All of this is done in an instant so you can maximise your ROI by perfectly adapting the content, visual, offer and journey for each individual visitor to your site in the time it takes to download your homepage.