Wednesday, July 6, 2011

Start-Up Watch COD: Baynote Adapts Customer Experience Across Multiple Touchpoints

There was a time in marketing when one size had to fit most. Not anymore. It has been proven again and again that when we create experiences geared to the particular interests of individuals, they respond in kind.

BayNote is a San Jose-based concern that helps companies create customized experiences across multiple touchpoints that drive greater sales and customer satisfaction. Using Baynote, companies can serve up:

•Custom Web Site Pages
•Custom Landing Pages
•Dynamically Customized Emails
•Tailored Product Recommendations
They key to Baynote is a combination of microbehavior analysis coupled with measurement of the preferences and actions of people like a particular individual. They do this by analyzing both current and past actions to define a profile, and then serve up refined messages and content based upon that profile.

I want to pause here to make it clear that this isn’t solely driven on what the consumer clicks or buys but rather ALL of the actions a consumer takes on the site. By combining both the text based actions of the consumers with the more traditional measures of consumer interest, the company delivers a better fit and greater results.

How does all this manifest itself to the consumer? Here are just some of the ways:

1.Personalized home pages, landing pages, and other web pages: Baynote can serve up an assortment of items and content geared to the specific needs of a consumer. For example, if you type a search term like “buy sweaters” into Google, Baynote carries that information forward into your web experience, presenting relevant products (sweaters) as part of the web page.
2.Personalized Site Search: People use different terms to find the same items. By understanding your current behaviors and past interactions with the brand, the Baynote suite can serve up tailored search results given to your particular interests and needs. They can combine that info with the actions taken by others who searched for the same things. The company records what you search for so that over time its results can be more and more precisely geared to the individual.
3.Personalized e-Commerce: By understanding what items interested similar people, the company can define and display an assortment of products with a higher degree of likelihood to be compelling to the consumer.
4.Recommendations: In addition to the sorts of item relevance discussed above, users of Baynote can adjust the mix based upon recent brand news or products that are capturing disproportionate interest recently.
5.Adaptive Email: By analyzing past actions of people in your database, Baynote can deliver highly tailored email messages featuring products and content geared to that individual’s interests and actions.

This odd yet entertaining little video may make it all a bit clearer.

Marketers can use their extensive back end reporting and analytics to learn more about their consumers and assortment to improve their product mix, buying experience, and other factors to drive online performance.

I was impressed to see that their client list includes both business giants like General Mills and lots of medium sized businesses as well. It served to indicate that the value of this sort of personalization – and this solution – can be realized by a broad range of companies.

As you consider your personalization options, you may want to avail yourself of some of the resources Baynote has amassed to help demystify the category. They offer several white papers as well as case studies to help define the potential that personalization might drive for your business.

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