Context Brokering: The Secret to Personalized Brand Experiences

From Wired Innovation Insight’s blog, The Marketing Tech Differentiator: True Contextualization, Dennis van der Veeke shares with us:

“Organizations today often rely on multiple technologies to provide the relevant data points needed to drive customer experience. These systems, however, tend to lack seamless integration with each other, resulting in a disjointed brand experience. To meet customers’ individual needs and ultimately build brand loyalty, it’s essential to have the full context of every customer interaction in one place.”

“Since organizations are not only inundated with large amounts of data but different types of data as well, identifying the contextual clues to better engage with consumers can be a daunting task. Just think of all the potential contextual traces of data left behind when consumers visit a brand’s Web and mobile sites – IP address, email address, browsing history, device type…the list goes on.”

Savvy online retailer knows whether you’re shopping on mobile or Web, what your interests are and past behaviors. But to truly capture context, they must account for things like time of day, language, location and other factors. For example, if you abandoned your online shopping cart filled with items for an upcoming vacation, they will send an email offering not just a discount, but include some of the contextual data points to drive your purchase – the weather at the location you are traveling to or a countdown to when you depart. Can the items arrive in time for your trip this weekend with free or discounted shipping?

This is called “context brokering.” Context brokering enables organizations to provide contextualized (personalized) experiences across all the customer’s channels and devices throughout their individual journey with that brand. This type of technology can also capture insights from all sources and then utilize the data to tailor online experiences for both known and anonymous visitors.

“We’re living in an Omni-channel, multi-device, multi-lingual, multi-preference world. At a time when so many data points and sources are available, the ability to uncover and broker the contextual information is needed more than ever. When ‘Content is King’, ‘Context is the Kingdom’. Organizations that refuse to believe this… might find themselves on the very bottom of consumers’ top brands lists.”