On average we read and send more than 80 emails a day, we look at our mobile more than 110 times and we are bombarded with more than 5000 advertisements. It is normal for the vast majority of users to disconnect from interactions with brands. In return, they leave a trail of information about their behavior, their tastes, their productive hours, their empathy towards certain products and their pattern or ‘consumer Journey’ of purchase. The way we communicate has changed in such a way that what is worth today, tomorrow will be obsolete. The user wants control, power, wants quality content, personalized, packaged and delivered on their devices. Only content that stands out and amazes will be fortunate to be heard and possibly bought.

Right now, a large number of companies are entering the era of Big Data. Many enter like a headless chicken, others have a very specific plan for the creation and dissemination of content, others study behavior patterns and create campaigns for a more specific audience. The problem lies in how to create quality content, reaching a greater degree of personalization. I still remember when was the year of communicating to users the use of cookies on our websites. The need to learn more from the consumer generated “Smart Cookies” that were capable of not only following your trace on the web but also of associating that information with a valuable promotional campaign. Now you consult a product on Amazon  Algeria Phone Number List  or look at a plane ticket in Iberia and automatically, you will be bombarded by advertising banners, offering the services you have consulted, when you visit any other page.

At first it was not bad that the advertising began to adapt to your supposed needs in an automatic way. But you realize how inefficient this type of promotion can be when you have already purchased that product or bought that plane ticket, and even so, purchase suggestions continue to appear. It is obvious that the integration of the purchase data is non-existent.

Impacts are being lost in a huge way because they are not integrated into a system that makes it easier for us to know and understand the start of a query, the abandonment or the purchase of it. In the end, the consumer is no longer so important in the search for personalization. What really matters is the data with which each user handles himself, the reason for his abandonment, the reason for his purchase, the when, where, and how. Now what really matters is the residual data of your interactions.

This residual data is what we must focus on, which can give us the power of “Content Awareness” to master this awakening that allows us to personalize not only the message but also the content. The power to suggest a product associated with the one you have already purchased.

A brief example: I consult a trip to Guatemala in any flight search engine, for days I continue to see banners on any website that I visit promoting tickets to Guatemala, at the end of the week I decide to buy it. But the banners keep popping up, as if my purchase ceased to exist. Instead of having that promotional banner again, you could be suggesting a download app about Guatemala, its tourist sites, hotels, car rental, where to eat, etc. In other words, a complement to the purchase, which not only feeds my experience but also makes the web a place to live and not only to consult.

Data Trash: It is important to filter information that is not relevant to the achievement of quality content. Define the objective of your content, the message you want to convey and who you want to send it to, eliminate Big Data, all the garbage that is not aligned with the campaign strategy. Reducing the volume of data is only half the job, the other part is keeping it up to date through a control panel or Dashboard that organizes and filters the information focused on the achievement of a strategy. Eliminate the garbage and focus on studying the patterns.
Real data, not total: Integrate the real data, the WARM DATA that you have accumulated, do not integrate all the information when you execute an action plan, but only the data that are capable of bringing us closer to a content that arouses interest. A content aligned and studied with the real behavior of the user. The updated, real data and not just the historical one.

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