Hyper-Personalized Experiences Through Big Data

Posted by Taylor Haney on Mon, Dec 16, 2013

Continuing with our December guest blog series we have a great post on big data from Matthew Crist, Principal at Cantina. Matthew discusses how mobile and big data has made personalized experiences possible and their importance. 

Matthew CristMatthew Crist is a Principal at Cantina with a passion for crafting great experiences through an iterative creative process. In his career, Matthew has worked with companies like Macy's, McLaren, Rue La La, Fidelity and MTV. Recently, he has focused on working with startups to think about, and implement useful experiences on a budget.

It wasn't that long ago when e-commerce sites were just categorical listings of products plus a search box. As a customer, it was up to you to figure out where on the site the item you wanted was hidden. If you were really savvy, you would just try to google it, and hope the store that had it was good enough.

The analytics we now collect can provide us with enough customer data to refine customer experiences to boost our ROI. The idea of creating hyper-personalized experiences is just getting started, but companies that embrace it are beginning to see greater returns.

This need to create a more personalized experience has increased with the rise of mobile devices. These devices have allowed companies to break through the wall of personal space into the most intimate corners of our lives. We won't let just anyone look at what's on our phones.

This intimacy brought about by mobile devices has created a demand for content that is tailored to the individual. Big data can make it possible.

As e-commerce experiences have evolved, the data that has been collected can now tell customers what they're looking for. This is becoming a much bigger field as e-commerce companies start to figure out ways to determine what products we actually own, not just what we've purchased from them.

This doesn't have to be limited to boosting e-commerce revenues. By harnessing collected data, we're able to better help anyone improve themselves. This could happen in education, healthcare, or any other market.

Helping customers become better versions of themselves is a great way to boost revenues and profits. Wellness companies like FitBit, Withings, Jawbone, or Nike, are creating an ecosystem that helps their customers become healthier.

In the case of FitBit, they are utilizing the data that is collected to help corporations decrease their health costs by providing incentives to get their employees to start utilizing FitBit devices.

Education based companies can harness data about students to help teachers construct more personalized lessons to help students achieve better test scores. Cities and towns are beginning to harness the power of big data to develop personalized curriculum for their constituents. By providing these analytics to educators, students can achieve higher test scores and graduation rates.

As we're building the next generation of apps, we need to look at the data that we have, or can collect, for a customer and think about how we can best use it to tailor an experience around them. What we end up with is an experience that connects with our customers more and strengthens their overall engagement, which will keep them coming back for more.