{"id":987495577,"date":"2023-06-28T14:43:41","date_gmt":"2023-06-28T13:43:41","guid":{"rendered":"https:\/\/dev.say-u.com\/?p=987495577"},"modified":"2024-09-04T10:32:01","modified_gmt":"2024-09-04T09:32:01","slug":"acelerar-as-metas-de-personalizacao","status":"publish","type":"post","link":"https:\/\/dev.say-u.pt\/en\/accelerate-customization-metas\/","title":{"rendered":"Accelerating personalisation targets"},"content":{"rendered":"
\"Personalization\"<\/div>\n
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Personalization<\/strong><\/h2>\n

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Personalization is a force multiplier - and a business necessity - that the vast majority of consumers have come to consider a basic expectation. Organizations capable of creating and activating this capability on a large scale can put customer lifetime value on a new trajectory - leading to revenue growth, superior retention and richer, more stimulating long-term relationships.<\/span><\/p>\n

Brands personalize content, offers and services to promote customer engagement. Basic personalization strategies, such as starting an email with the customer's name, can help, even if the customer knows that this is an automated process.<\/span><\/p>\n<\/div>\n

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Estas s\u00e3o cinco a\u00e7\u00f5es que as marcas podem implementar para acelerar a personaliza\u00e7\u00e3o e criar valor<\/span><\/h3>\n

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Rely on data and analysis to identify opportunities<\/span><\/i>. By analyzing the entire customer lifecycle, brands can build a granular view of where there is most value. This takes advantage of customer segments and micro-segments, taking into account behavioral, transactional and engagement trends. This knowledge can be used to define and quantify personalization objectives and sustain efforts in customer-centric key performance indicators (KPIs).<\/span><\/p>\n

Invest in rapid activation capabilities powered by advanced analytics<\/i><\/strong>.<\/strong> Desenvolver a cria\u00e7\u00e3o de conte\u00fados \u00e0 escala e capacidade de decis\u00e3o baseada em IA para poder responder aos sinais dos clientes em tempo real. Podemos utilizar an\u00e1lises e modelos preditivos para determinar que conte\u00fados e mensagens devem ser transmitidos a que clientes (por exemplo, modelos de propens\u00e3o ou algoritmos preditivos de a\u00e7\u00e3o seguinte) ou estabelecer processos de medi\u00e7\u00e3o robustos que acompanham o impacto das interven\u00e7\u00f5es dos clientes e transmitem essa informa\u00e7\u00e3o aos seus sistemas e equipas. Estes processos ajudam a fornecer o conte\u00fado certo atrav\u00e9s dos canais mais eficazes ao longo da jornada do consumidor.<\/span><\/p>\n

Investir em MarTech<\/a> e dados adequados \u00e0 sua finalidade<\/i><\/strong>.<\/strong> Visar um conjunto espec\u00edfico de resultados dos clientes e <\/span>case studies<\/span><\/i> that support them. This makes it possible to align organizational resources around these cases and work from the desired results to build the data roadmap, select the tools and identify the enablers and investment needed to deliver the expected results.<\/span><\/p>\n

Commit to an agile operating model<\/i><\/strong>.<\/strong> As marcas que conseguem escalar a personaliza\u00e7\u00e3o criam equipas que abrangem o marketing, o produto, a an\u00e1lise e a tecnologia, utilizando uma abordagem integrada. Cada \u00e1rea \u00e9 respons\u00e1vel por elementos espec\u00edficos do percurso de personaliza\u00e7\u00e3o. Em conjunto, estas equipas realizam centenas de testes por ano, com base em an\u00e1lises de dados avan\u00e7adas e t\u00e9cnicas de teste e aprendizagem.<\/span><\/p>\n

Investing in talent and training to improve skills<\/i><\/strong>.<\/strong> Concentrar-se nas compet\u00eancias necess\u00e1rias para apoiar a personaliza\u00e7\u00e3o em grande escala (por exemplo, an\u00e1lise avan\u00e7ada, gest\u00e3o de produtos ou marketing de desempenho). Em seguida, mapear estas capacidades em rela\u00e7\u00e3o \u00e0 atual base de talento, utilizando os resultados para orientar a contrata\u00e7\u00e3o, a forma\u00e7\u00e3o e a melhoria de compet\u00eancias. Esta abordagem permite \u00e0s organiza\u00e7\u00f5es antecipar as compet\u00eancias e tools,<\/a> de que necessitam \u00e0 medida que o seu programa de personaliza\u00e7\u00e3o avan\u00e7a.<\/span><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

    Personaliza\u00e7\u00e3o   A personaliza\u00e7\u00e3o \u00e9 um multiplicador de for\u00e7as – e uma necessidade empresarial – que a grande maioria dos consumidores passou a considerar uma expetativa b\u00e1sica. As organiza\u00e7\u00f5es capazes de criar e ativar esta capacidade em grande escala podem colocar o valor do tempo de vida do cliente numa nova trajet\u00f3ria – […]<\/p>\n","protected":false},"author":4,"featured_media":987495595,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[14],"tags":[],"class_list":["post-987495577","post","type-post","status-publish","format-standard","has-post-thumbnail","category-successsteps"],"acf":[],"_links":{"self":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987495577","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/comments?post=987495577"}],"version-history":[{"count":5,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987495577\/revisions"}],"predecessor-version":[{"id":987497268,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987495577\/revisions\/987497268"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/media\/987495595"}],"wp:attachment":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/media?parent=987495577"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/categories?post=987495577"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/tags?post=987495577"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}