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Hyper-personalization: beyond customer segmentation

Published on 04 Apr 2019

This week’s Reading Room focuses on the next frontier of marketing automation and how organizations are pushing beyond macro-segmentation of customers to hyper personalization. Underpinned by real time data and supported by artificial intelligence, hyper-personalization drills down into the individual needs of the single customer, even before the customer has realised that need.

Here is this week’s article selection, followed by a short insight from our own digital customer experience guru.

What is Hyper-Personalization and Why Is It a Key Customer Experience Component?

A good starter article explaining what hyper-personalization is, and how it differs from customer profiling. If you imagine customer profiling as a broad strokes approach, hyper-personalization is more fine tuned, focusing on the “subtle nuances and details” that market segmentation doesn’t catch.

The article also covers the importance of selecting the right customer experience platform and cloud technology to support hyper-personalization (and still manages not to be salesy), specifically relating to the contact center as the front line of customer engagement.

Read on to learn how the combination of the right strategy and technology will produce the “next generation of customer service leaders”.


  • Publisher: VHT
  • Access: Public
  • Download: None

Deep Learning and 'Hyper-Personalization' are the Future of Marketing Automation

This article looks at how marketing automation has progressed beyond being an efficient way to manage repetitive tasks. The author argues that while recently machine learning and hyper-personalization were the new frontiers, the innovation space is now in “deep learning technology” which looks to model the customer’s intent as a means to predict behaviour in order to present the next best offer.

The ultimate objective remains the same – to make the right offer at the right time. Read on to discover how deep learning takes it a step further, using specific details such as “customer taste, personal preferences, spending patterns and even micro preferences combined with external factors, like weather to send highly customized and more relevant suggestions to their customers”.


The Age of Hyper-Personalization and AI

Staying with the argument that hyper-personalization is, and should be, killing macro-segmentation – this article touches on how hyper-personalization is enabled by artificial intelligence (AI). It talks about “micro-segmentation” as a step towards true hyper-personalization. There’s a graph that indicates that 90% of organizations are still stuck in the segmentation and rules based marketing phase, while companies like Amazon, Spotify and Starbucks are on the forefront of what it calls “predictive personalization”.

If you’re still not convinced of the benefits of this approach, the article references a Gartner quote that claims: ”… organizations that excel in personalization will outsell companies that don’t by 20%”.


A tip from our email marketing expert:

“Personalization has evolved from simply addressing your customer by their first name to using real time data, artificial intelligence and prescriptive analytics to predict what an individual needs, almost before they need it. Hyper personalization results in a message that is minutely targeted, intensely relevant and delivered at exactly the right time, ultimately improving your conversion rates and ROI”

Ross Sibbald

Commercial Director, Africa

Need to know how your organization can send hyper-personalized messages?

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Alison Treadaway

Alison Treadaway

Vice President, Marketing, Striata, a Doxim Company

She joined the Striata in 2002, and served as Managing Director of the African region for 13 years. Prior to this, Alison’s experience in Internet-related solutions included marketing and sales positions at Internet Solutions and Dimension Data.

Alison has 24 years of experience in the ICT sector. She holds a Bachelor of Arts (Languages, WITS) and a Post-graduate Diploma in Business Administration (WITS Business School).

Read more of Alison's blog posts here or connect with her on the following social channels: