Personalization is defined as the customization of an online experience with content relevant to individual tastes and preferences based on attributes. We can subdivide these attributes into customer attributes, which include metrics such as Customer Lifetime Value (CLV) or the number of conversions and contextual attributes, which include a browsing history (products, product categories, etc), device, and location, as examples.
How is single and omnichannel personalization different?
In a single-channel context, personalization is delivered based on these attributes, as observed data points across a single channel. That might be a website, a mobile app, an online survey, for example, but the point is that data is not connected across channels and therefore the customer is not guaranteed a seamless experience across your range of customer touchpoints.
Multi-channel personalization extends this model by connecting datapoints across several channels but falls short of omnichannel personalization, which focuses on connecting data across all those online and offline channels that define a brand’s presence.
In a nutshell, omnichannel personalization delivers a customized online experience in one channel, based on the datapoints observed across all channels for that individual customer, to ensure a seamless and consistent customer experience no matter how they interact with a brand.
It brings together data in otherwise disparate and non-connected data sources to build the most complete picture of each and every customer.
To read more about how Qubit works with leading brands to deliver impactful omnichannel personalization, please take a look at Omnichannel personalization.
You may also be interested in our technology integrations that offer additional sources of data, which can be joined with your own native online data as you look to build the most complete customer picture.