What’s Inside Behavioral Data?

Personas have been used for a number of years by B2B digital marketers to craft content that aligns with a visitor’s context. But we all know that personas are also so… 2015. The rise in personalization has revealed both the limits and challenges of persona-based content creation — creating and maintaining content for every persona is a lot of work and getting that content in front of the visitor at the right time is tricky.

Madeline Moran

About Madeline Moran

Madeline is the Marketing Assistant for SoloSegment, an AI fueled software company that makes website conversions easier through personalized content recommendation.

Personalization — It’s Not Just for B2C

This past year, the demand for personalization is at an all-time high.

According to a Lytics white paper, two-thirds of customers want brands to adjust content based on their real-time context. Over 40% are annoyed if you don’t. And another two-thirds of those said they skip making a purchase out of annoyance.

That’s not just a problem for retail.

Madeline Moran

About Madeline Moran

Madeline is the Marketing Assistant for SoloSegment, an AI fueled software company that makes website conversions easier through personalized content recommendation.

Why Customer Experience Matters Most For B2B Marketers

The biggest mistake that many companies make in their B2B sales and marketing activities is the way they fragment or silo different touchpoints in the customer journey among disparate functional teams. And, worse, the way they make it difficult for those teams to work together. Customer experience matters for B2B marketers. You’d think you would make that easier to bring to life.

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About Tim Peter

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.

Are You Considering Behavior-Based Personalization?

If you are like most marketers, you’ve probably been salivating over personalizing your website for years. It has always seemed like a good idea, but it’s never seemed possible.

At first, you thought, “If Amazon can do it, we can do it!” But then your IT folks told you the way Amazon does it. Amazon has so many products and so many purchases in its history–and so many repeat visitors–that it is relatively simple to guess what people want. But your site isn’t like Amazon.

Then you thought, “Well, if we know something about our visitors, we can use that to personalize.” But no one wanted to register on your site, so you didn’t know who they were. And privacy regulations came along, and you weren’t sure you wanted to know anything.

Does that mean that you have to give up the dream? No!

You actually can personalize using your visitors’ behavior. With the right technology, you can watch what visitors do on your site. With a bit more technology, you can find the patterns that lead them to success. And with one last dollop of tech, you can use that data to suggest successful paths to others on that same journey.

That’s the beauty of behavior-based personalization. It doesn’t require registrations. It’s GDPR-compliant, because it doesn’t require any personally-identifiable information. It doesn’t require a a slew of products or  return visitors. Or heavy traffic.

If you’ve been waiting for the easy way to add personalization to your site, it’s time to check out behavior-based personalization.

Originally posted on Biznology

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About Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm.

SearchChat Podcast: Own, Don’t Rent your Data

The surveys dropping lately show a staggering trend towards the hottest and most concerning topic out there: data. A recent survey by B2B Marketing and The MX Group identified the differences between top performing and poor performing B2B marketers. CMO identifies data ownership as the top most important subject to marketers. Yet another survey by ClickZ and ChatMeter reveals people’s main concerns to be machine learning, personalization and data privacy.

Data ownership is a game changer. We know that data in and of itself is not a competitive advantage–everyone is collecting data. You have to own the data about the customer. Marketing executives understand this is a differentiator for personalized experiences for customers.

It’s what you learn from those customers and how you mobilize it that makes the biggest difference in determining if that data can provide value to you. Intent-based content recommendation can provide that opportunity.

Is it time to confront your own data head on? Stop ignoring it, stop questioning it, start acknowledging that you may be struggling and work to utilize that data. Want our help using your data to increase conversions? Connect with us.

0:00 Intro

2:22 What are the attributes of top performing organizations?

11:28 Why data ownership is a top priority for brands around the world

18:45 Why CMOS are planning to use that data for AI, personalization and predictive analytics

29:20 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.

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About Tim Peter

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.

SearchChat Podcast: Customer Intent is New Again

Alternatively: Chicken Soup for the Customer’s Soul

It’s time to start thinking about the value of intent based marketing differently. The idea itself isn’t new, but now the data is finally there for people to solve their business problems.

What is your customer experience like if you could walk into a diner feeling under the weather, and are immediately offered chicken soup? Online companies don’t have to lose that personal touch. 

You can improve your buyer’s journey by optimizing results to find specific answers to specific questions. But those are hard to predict. Rather than optimizing the result, how can you optimize the experience — the full journey, whatever it might look like? 

These are questions that need answers. Because the reality is: you compete with all the experiences your customers have everywhere online. When a customer goes to Amazon and has a great search experience, they ask — why doesn’t everyone work this way? Your competition isn’t just other B2B companies, it’s Amazon too. High standards and a poor experience will send visitors looking somewhere else — anywhere else.

The data you gain from having a better site search lets you optimize the rest of the experience. Websites can be intelligent when this data is put to work. Do people who buy chicken soup also usually buy herbal tea? Desserts? Your data knows, and your site can make suggestions. Want to make it happen right away? Check out our technology solutions.

0:00 Intro

1:20 Intent based marketing is new again

11:45 Your competition is the whole internet

16:48 Search is intent, fundamentally

19:05 How do you utilize data to improve the customer journey?

29:05 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.

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About Tim Peter

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.

Meet Behavior-Based Content Recommendation

The new personalized approach to B2B content recommendation

Understanding customer behavior is one of the most powerful marketing tools available to professionals. The right data that provides you with a glimpse into their intent will allow you to effectively connect potential customers to the content that is going to help them achieve their goal. So where do you find intent data? It exists in the systems you use today. Behavior-based personalization is a strategy to offer intent-based content recommendation. If you know where to look and you have the ability to mobilize that data you can use it to progress journeys, convert more business and win more often.

Intent: Let your customers tell you

We often talk about website search as being the most common personalized experience. Website visitors identify their need, and if the search engine works well it delivers the content that answers their question. It’s the simplest, most direct method of personalizing the customer experience. Personalization isn’t the only thing that search does. It is also the first inklings of the data you need to drive effective content recommendation.

The search box on any website fulfills not only the search term input function, but also gathers meaningful data about customer intent. This is the real source of search’s power. There are lots of topics that a searcher can query. Many of those also give you insight into why they’re asking those questions. Successfully deciphering intent can not only lead to better search results, but more importantly can lead to more conversions.

Simple Intent: The Keywords

Let’s consider two searches.

“Product X Value”

“Product Pricing”

It’s obvious that these searches will yield different results. If you deliver a results page with relevant content it will help the searcher move forward in their journey. But what’s more important than the topic they’re interested in is what the topic tells you about their intent.

That first term probably indicates someone who is in the interest phase of the process. They’ve gotten beyond the top of funnel messages and are going deeper. Not only are they going to need the right content to answer the question, they may be ready for messages that move them into consideration.

Nosing around pricing content is a clear indicator of someone who is considering a purchase. This is where journey progression becomes even more important. Answer the question effectively and they’re doing business with you.

Both these search terms give actional information about the intent of the visitor. They provide signals about what you should be serving them at this stage of the buying process.

Complex Intent: All that other data

Intentions that are apparent in search term data can also be found elsewhere. One of the most effective places to look for how intent manifests itself in your data is in your web analytics system.

The patterns in visitor journey data can illustrate intent very clearly. If someone is spending a lot of time with content that is in the consideration stage of your journey, that’s an obvious signal. But what if the signal is not readily apparent in the data?

This is where advanced data science tools can be brought to the challenge of understanding what the visitor is trying to achieve. For one of our clients, we’re beginning to use unsupervised machine learning techniques to interrogate tens of thousands of visitor journeys each month.

These methods help us construct models that show patterns of visitor behavior that are associated with intent. Once you can identify the snippets of behavior that are more closely associated with goals, you can understand what behavior signals intent for those goals. Knowing this you can recommend content at just the right moment to help drive visitors to those patterns.

The value of behavior-based content recommendation

The value of behavior-based content recommendation can be directly measured. Reduced exits and bounces that increase top of funnel progression are the first signals you’re onto something. You also likely have some conversions associated with specific tasks, such as downloads and contact forms, that can be directly measured.

Of course, what you really want to measure are the purchase conversions. In a B2B world making those connections can be difficult, especially if channel or field sales are a big part of your sales engine. However, you’ve been dealing with this challenge for long time. Instrument the tasks and activities that lead to contacts and monitor the activity. All things being equal, if you can reduce the top of funnel abandons (i.e. exits and bounces) you’re going to see more come out at the other end of the funnel.

Want to get started? We might be able to help. Connect with an expert right now.

Steve Zakur

About Steve Zakur

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

SearchChat Podcast: Is AI Bigger than the Internet?

In a recent study,  63% of CEOs agreed that AI will have more impact on their business than the internet. Think about that for a minute. The internet. And yet, 23% said they had no plans to do anything about it. Why? Partially, people tend to overestimate how much data they need to get to a reliable result for utilizing AI

Steve and I think it’s possible for most businesses to start implementing machine learning. The new exciting thing is behavioral personalization. Among privacy concerns and the world of GDPR, behavioral personalization is a way to use data that isn’t identifying. Instead, we can match patterns with other user’s patterns. You have more data than you think. You need less data than you think. And adequate new data is more accessible than you think.

What ways can you implement AI using the data you have now, to totally change the visitor journey? It’s about creating patterns and solving problems. Take a listen! And if you’re interested in learning what SoloSegment is about, feel free to connect with us.

0:00 Intro

1:50 Behavioral personalization changes customer experience

9:30 Are you planning for the AI future, now?

21:35 AI and behavioral personalization combine to create a new visitor journey

27:50 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.

Avatar

About Tim Peter

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.

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.

Originally published on Biznology

Avatar

About Tim Peter

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.