Personalized and Dynamic RichContent
I’m a girl, and I don’t ski. Why would you show me skis and images of a guy skiing? Well, two reasons: your site doesn’t recognize me, and can’t select and deliver the appropriate con-tent.
Yesterday, RichRelevance released RichContent, a new offering in its Rich- family of solutions which aims at mitigating both of those problems. RichContent supports personalized dynamic content by analyzing data about the visitor in order to predict, and then deliver, the content most likely to satisfy him. The data about the visitor might be implicitly provided, such as the visitor’s geography or the Internet search terms that brought him to the site. The data might be explicitly provided by the visitor, such as by answering questions or providing a Facebook log in.
The ultimate goal of personalized dynamic content is to show only useful (relevant) content to each visitor. Everything presented to the visitor, from images to links to navigation, is selected based on his interests and intent. From a customer perspective, shopping gets easier and more pleasant. Retailers get more orders.
Large consumer brands and media sites will, I think, see significant benefit from RichContent’s capabilities. One large brand using RichContent, http://www.lorealparisusa.com, uses visitor behavior as well as a visitor’s answers to style questions in order to select content such as product recommendations, videos, articles, and offers. You see in the screenshot that sunscreen is recommended for today’s weather in my geography; the hero shot reflects my interest in hair color; and I am encouraged to provide some more information in order to get even better suggestions for cosmetics.
Loreal’s site is supported by RichContent’s dynamic content targeting, which analyzes customer behavior, segments, context, location, and social data to predict the most effective content for each visitor.
RichContent uses the enRICH platform, which supports the Rich- family with analysis, prediction, and optimization. A key strength of enRICH is the automated optimization, which continually tests for, and selects, the most effective algorithms for predicting which content will be most effective for a given visitor in a given moment. Other solutions in the Rich- family include RichRecs, RichPromo, and RichAds. RichRelevance’s solution set has grown since the release of RichRecs in 2007, in response to demands from RichRelevance’s retail clientele.