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SearchChat Podcast: Can You Personalize Without Creepy Data?

Is the dream of the visitor journey dying? How do we make journeys more functional without using data people don’t want us to have?

Marketers are starting to learn they can’t just orchestrate a visitor journey from start to finish. It’s all about improving the journeys people actually make. They’re complex, not straightforward. Steve and I discuss how visitor journeys are a big data problem. Machine learning allows you not to have to manually deal with that data. It makes Big Data little.

Data can be put to work automatically to make the journey better — and it doesn’t have to be a ton of data. We often start with search data, and it works great since it connects people directly with the thing they want. “Behavioral personalization” means personalization but without all the creepy data. Instead, it’s personalization that customers are asking for. This matters in a post-GDPR world.

Google’s policy is to get right up to the creepy line without crossing it.  Most people don’t know that smart TVs are cheap because they are tracking your data.  How long will models built on creepy data survive?

The three laws of robotics initially were just about making sure robots don’t kill humans. Now we’re thinking much further beyond that — how to create ethical artificial intelligence for business. Interested in the podcast and behavioral personalization options? Check out SoloSegment’s technology solutions.

Tune in and discover more!

00m 00s — Intro and overview

2m 00s Visitor journeys are changing

7m 05s AI for developing visitor journeys

11m 05s Behavioral personalization

15m 25s Creepy Data

19m 30s 3 Laws of Robotics — how do we create ethical AI?

22m 45s Is it just “legal,” or is it good for customers?

29m 35s Outro

SearchChat is available on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.

Originally published on Biznology

Author

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    Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

  • Steve Zakur

    Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.