How could your company use behavioral targeting to improve their customer experience?
Behavior targeting can be used a number of ways to improve the experience of customers and users by targeting relevant content. Even for an organization such as Redline Auto Service behavioral targeting can be a valuable tool to improving the user's experience. By examining the search that brought somebody to the site a more relevant page can be displayed. For instance if somebody searched for 'oil changes in Lansing' and clicked the page for the company they could be taken to the section of the site related to oil changes. Similarly if they searched for directions or contact information they should be better pointed to the appropriate part of the site. Images and similar content can also change depending on the the user's behavior. An example would be somebody looking to have their BMW repaired, the site can display more images of cars from that manufacturer. Specials and deals could also be offered based on a user's behavior. If there was a special offer for owners of certain automobiles then they can be displayed or linked to a user looking for the type, make, or model.
How could your company use predictive analytics to improve their customer experience?
Predictive analytics is a similar concept that can be used by an organization to enhance user experience. This type of analytics varies from behavior by automatically generating intelligent content using inputted business guidelines. History and statistics are also taken into account for this type of technique. Still using the organization type presented in the above example a number of benefits can be created for the user. One way this can be used is to direct people more quickly to a seasonal offer. For example a tune-up may be of more interest in preparation for the winter months. History may let us predict that people are more likely to navigate to those pages in November so the page can be displayed in a more obvious spot or links to the promotional page showed more often.
Good! I like that you were able to apply this advanced analytics techniques to a smaller business. Your example for behavioral analytics is perfect -- presenting content based on incoming search queries isn't too hard, but can have a huge impact!
ReplyDeleteNice post...finding out how customers reach their site is critical for smaller companies to compete with the "Big" chains. I like your suggestion of using predictive analytics to direct the customers to seasonal offers.
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