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The Fundamentals of Website Personalization Strategy [Part 4 of 6]

Picture of the author, Mary Clare Davis
By Mary Clare Davis
M01 18, 2018

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!

In the last post, we highlighted how to develop web personalization plays to solve key business problems. Next, we’ll evaluate targeting options to make personalization perform.

How will you target visitors?

Now that you’ve identified how you want to group your web audience to meet your business goals, how will you identify which group a visitor belongs to?

It’s helpful to think about the data sources for web audience targeting in two buckets: known and anonymous visitors.

Known visitors have identified themselves via form fill or clicked a link in an email sent through marketing automation. In other words, known visitors have performed an action to which your marketing automation platform has assigned a cookie. Typically, your known visitors represent only 3-5% of your web traffic. This is an important 3-5% as it is made up of hand-raising prospects, pipeline, and customers. However, many members of the buying group will still fall in the anonymous visitor category.

Anonymous visitors are cookied by your marketing automation platform but have not identified themselves by name or email. So how can you personalize without knowing who they are? There are two types of identifiers for anonymous visitors: IP addresses and 3rd party cookies. Each type has its strengths, which is why Bound built 360 Persona Technology TM to layer together multiple data sources to provide the broadest and most accurate identification. Bound’s data partners identify anonymous visitors’ demographics, firmographics, behavior, and intent—you can even layer these elements with your known visitor data.

Bound leverages various data partnerships to help us identify known and anonymous user attributes:

Data Types for Targeting

  • Demographic – Individual attributes such as seniority, functional area, education, income, gender, and age. Partner examples: Bombora
  • Firmographic – Company attributes such as company name, domain, location, revenue, industry, employee count. Partner examples: ClearBit, Kickfire, DemandBase, Bombora
  • Intent – Individual intent based on trends in offsite research performed prior to visiting your site. Partner examples: Bombora
  • Behavior – Behavioral attributes such as time on site, number of visits, remarketing, traffic source, device, pages visited, time of day, IP address and geolocation. Native to Bound
  • Marketing Automation – Visitor attributes from marketing automation and CRM platforms such as marketing program participation, the pipeline stage, custom MAP fields, and lead scores. Partner examples: Marketo, Eloqua

Once you’ve decided which business challenge you are trying to solve, pick your personalization plays and map the data sources you’ll need, you’re ready to tackle tactics!

targeting is an important element of personalization strategy

About the personalization strategy series

In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post, we’ll talk through determining which personalization tactics are right for your business challenges.

Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!

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