Personalization is a premium feature. Contact your Customer Success Representative for more information.
By integrating the Personalization API into your company's website, your store's point of sale system, or your customer support operations, you can leverage the latest customer attributes and behaviors (both batch and real-time) contained in the Treasure Data CDP to create a personalized response for each customer.
Using Audience Studio, you can create Personalizations that identify the key actions that will trigger a personalized response as well as the content of the response, which can contain the text of the personalized response as well as information and attributes of the customer who took the action.
These use cases leverage the capabilities of Personalization 2.0 to provide a tailored and engaging experience for customers by combining real-time and batch data insights.
- Scenario — A customer logs into a merchant's website.
- Process — The website calls the Treasure Data Real-time Personalization API, providing the "logged in" event and an ID for the customer. A pre-configured Personalization in the TD Console examines event and the ID to determine which specific offer or response the customer qualifies for and then responds to the call with the text of the offers as wells any configure attributes about the customer (e.g., Lifetime Value (LTV) score, purchase history, last interaction type, etc.).
- Outcome — The merchant uses this profile to personalize the customer's experience on the website, such as displaying personalized product recommendations or special offers based on their purchase history and preferences.
Figure 1 below illustrates a possible data flow for this use case. While the illustration shows the Personalization API being called as a server-side API, the API can also be called directly from a website as a client-side API.
- Scenario — A customer adds items to their cart but leaves the website without completing the purchase.
- Process — The website calls the Treasure Data Real-time Personalization API, providing the "abandoned cart" event and an ID for the customer. On the TD Console, a Personalization has been configured with several different offers or responses for the abandoned cart event. The system evaluates the known attributes and behaviors of the user, and determines the appropriate customized response. With the information contained in the response, the merchant can contact the customer using various channels such as web, email, and SMS.
- Outcome — The customer receives personalized messages reminding them of the items left in their cart, potentially with special offers or discounts to encourage them to complete the purchase, thereby improving conversion rates.
- Scenario — A customer who is part of a loyalty program visits the website.
- Process — When the website determines that a user has logged in that is part of a loyalty program, it calls the Treasure Data Real-time Personalization API, providing the "loyalty" event and an ID for the customer. It may also include updates to the customer's profile. The system first updates the customer's profile, and then, using the pre-configured Personalization on the TD console, evaluates known attributes and behaviors of the customer (e.g. membership status, membership tier, points balance, etc.) and responds with the appropriate messaging or offers the loyal customer is entitled to.
- Outcome — The website uses the response to personalize the content the website displays to the customer, enhancing customer engagement and retention.
There are three phases involved in configuring Personalizations:
Using Audience Studio, a marketing Professional creates the Personalization. They define the key event that triggers the personalization as well as the criteria that qualifies a customer to receive the response. They also define the text of the response or offers as well as any information about the customer that should be returned as part of the response. (See Creating a Real-time Personalization with Audience Studio.)
Using Data Workbench, a data engineer creates tokens for the personalization. The Data engineer provides these tokens to the development team who will use them to authenticate the Personalization API call. (See Creating Real-time Personalization Services with Data Workbench.)
At the appropriate places in their code, the development team call the Personalization API endpoint with
- the customer ID
- the ID of the pre-configured personalization to use
- any updated information about the customer
The development team then uses the contents of the response payload to craft the personalized experience for the customer.