Gartner Research

Use Data-Driven Personalization to Grow Digital Commerce

Published: 24 February 2015

ID: G00271650

Analyst(s): Jennifer Polk

Summary

Customers expect a greater level of personalization in digital commerce. But it isn't enough to simply know their name. It's imperative that digital marketing leaders use data analytics to personalize marketing content and tactics, as well as the commerce experience. Use this research to learn how.

Table Of Contents
  • Key Challenges

Introduction

  • What Level of Personalization Do Customers Expect in Digital Commerce?
  • How Do Digital Commerce Marketers Use Segments and Personas to Deliver Personalization?

Analysis

  • Start Personalization With Segmentation
    • Transactional Data and Sample Insight
    • Behavioral Data and Sample Insight
    • Psychographic Research Data and Sample Insight
    • Ethnographic Research and Insight
    • People, Process and Technology for Personalization
  • Using Segments and Personas to Personalize Digital Commerce
    • Steps to Implementation
    • Testing and Maintenance
  • Case Study

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