Preferences can be any customer attribute that influences a purchase decision - context, characteristics, needs, values, interests, likes/dislikes. Preferences cannot be assumed or inferred, they must be voluntarily shared by a customer (this is also called "zero-party data"). When businesses use preferences (by itself, or in conjunction with other data, like behavioral, loyalty, or demographic) to personalize experiences, that’s called preference-based personalization.
Tracking behavior or purchasing data can often result in bad customer experiences. With preference-based personalization, relevance is delivered based on data that is freely given – meaning experiences are always welcomed.
Preference data comes directly from your customers, and is therefore the most accurate data your business can collect. Stop wasting ad spend on people you think could be your customers, and just target people who declare their needs and interests.
With demographic or behavioral data, most personalization efforts stem from months of behind-the-scenes number crunching and trend analysis. Using preferences for personalization makes it unnecessary to perform data analysis, as you can immediately act on declared customer preferences.
Giving customers transparency and control over how their data is shared and utilized by a brand builds brand trust and customer loyalty.
Use Wyng to power preference-based personalization across your website and mobile app.
Use preference data along with behavioral triggers to target experiences across your website and mobile app. For example, surfacing a prompt for a site visitor to complete an abandoned product finder quiz. Or, only displaying a certain promotion based on previously volunteered product interests.
Use known data to personalize content within Wyng experiences. For example, use the same spin-to-win experience to reward new users with a sample versus loyalty points for existing customers. Or, switch up the questions in a product finder quiz based on known preferences – like tailoring questions for a single traveler versus family traveler.
Wyng can recognize the same visitor in the same session, or across multiple sessions, without the visitor needing to fill out a form. This means you can deliver personalized product recommendations based off a partially completed Product Advisor, or surface relevant content based off a Next Best Question response.
Wyng can personalize website and mobile app experiences for known and unknown visitors. Once a form is filled out with a unique identifier, data from across multiple anonymous sessions can be aggregated into a single customer profile. Customer profiles can analyzed in Wyng Profile Metrics.
Preference-based personalization is fueled by transparent, user-friendly, well-timed data collection. Learn how our Progressive Data Capture experiences can help you enrich customer profiles over time.
