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?
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
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Originally published on Biznology