Three Data Points Marketers Overlook in Personalization Efforts
In a new guest post for the Content Marketing Institute, Media Volery president Zontee Hou explores why many organizations struggle with data-driven personalization, despite having tons of data at their fingertips. She identifies three crucial data points that are frequently underutilized: behavioral, psychographic, and technographic data.
How deeper data insights improve personalization
Behavioral data is often limited to basic metrics, like a consumer’s frequency of purchases and total spend. However, to truly understand customer behavior, companies should track things like which content drives people through their journey, how frequently they interact with support, and where they are engaging across touchpoints. This broader view creates a more holistic understanding of customer actions, which can directly inform more relevant messaging and offers.
Psychographic data, which reveals customer motivations and values, is equally important. For instance, if a customer values a good deal, they’re more likely to be attracted to messaging around discounts, free shipping thresholds, or subscription-based savings. Meanwhile, those who prioritize convenience may be more responsive to a streamlined, easy-to-use experience and top-tier customer support.
Zontee also points out the power of understanding your tech stack—“technographic” data. By knowing the tools and platforms your customers engage with, you can tailor the entire experience to their tech preferences. The goal is to avoid wasting resources on irrelevant messaging and instead focus on what truly matters to each customer.
This blog post for CMI echoes many of the insights found in Zontee’s debut book, Data-Driven Personalization. In both, she highlights the need for businesses to move beyond simply collecting data to strategically using it to inform personalized customer interactions. By focusing on the right tools, strategies, and mindsets, organizations can create more seamless, tailored experiences for their customers, ultimately driving both engagement and ROI.
Check out Zontee’s CMI guest post here.
