Personalization, not just for marketing

In a Medium blog, Oliver Woodings looks at the tools Qubit has available which enable developers to play their full role in delivering advanced personalization strategies.

Personalization is often thought of as a marketing endeavor and personalization engines as MarTech. A big part of that is historical. Personalization’s evolution has been parallel with A/B testing, websites are considered a marketing channel, and customer acquisition and retention are traditionally marketing goals.

However, advanced personalization (by which we mean compelling, targeted experiences that use multiple data sources and reach across multiple channels to really move the needle) reach across multiple teams, not least developers.

Qubit makes it easier for technical teams to get involved with a range of tools:

Tools for efficient working.

These tools include the Qubit Command Line Interface (CLI) which lets developers work inside their own repos and push changes or experiences up to Qubit, and NPM packages, which makes code reusable. Devs can also create templates to turn popular experiences into configurable frameworks for marketers to use and re-use without needing to delve into the code.

Tools for targeting the right customers.

Qubit’s segmentation is dynamic and always up to date, but developers can supercharge it. They can define advanced segments by using XML syntax to apply logic, or use the API to query back the data in an experience. Developers can also use Qubit to combine data from different systems to make it more actionable and deliver 121 experiences.

Tools for omni-channel personalization.

With Qubit Integrations, developers can combine experience types, scheduling experiences for the future with code that executes at that time to pull all the disparate components together. The Qubit API means that you can hook up anything with an API endpoint to provide data for creating personalizations, or as a channel to deliver personalizations.

You can even take experiences server-side. This means the experiences are in your own code base, with safety, security and performance benefits. There’s even first class support for React and Angular.

Read the full article on Medium.


Sophie Coleman

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