• by Ray Schultz , January 15, 2019

RichRelevance has introduced a new personalization solution that it says will help brands drive compelling experiences throughout the customer lifecycle.  

The product, Hyper-Personalization with Deep Learning, is designed to “bridge the gap between the marketing and commerce clouds,” states Michael Ni, CMO of RichRelevance, to turn each digital exchange into one that "reflects each customer, their exact context and their journey right at the point of interaction.”

The service targets individuals, not segments, the firm says, and creates a behavioral profile in response to digital signals from every touchpoint to achieve conversions in all channels including email. 

Hyper-Personalization with Deep Learning also combines probabilistic customer data with “zero-party” data, and it relies on deep learning and AI-driven decisioning. It utilizes algorithms to pick the best experience for each individual.

“Digital marketers have been hobbled by trying to deliver personalized journeys based upon segments and rules,” Ni adds. 

They need to “enable the programmatic execution of experiences that happen in real-time, ensuring that the signature moments of the brand are not impacted negatively,” he continues. 

Carl Theobald, president and CEO of RichRelevance, states, “Delivering memorable experiences is the only way forward for brands and retailers to create competitive differentiation.”

However, “many companies struggle in this regard due to the fragmentation of roles and responsibilities across marketing and commerce,” he continues. “Digital leaders need to rethink personalization in light of emerging AI technologies which will in turn reframe organizational boundaries and better foster collaboration.” 

RichRelevance specializes in experience personalization, serving 200 brands, including Office Depot, CDW, John Lewis and Shop Direct.