Made to order: Building your measurement data for personalization
“I get it. It’s very clever.”
“Thank you.”
“How’s that working out for you?
“What?”
“Being Clever. Can you measure it?”
So you’ve finally done it. You’re here. All gussied up and brimming with confidence because YOU have cracked the code on deploying intensely personalized and dynamic content. Gone are the days of creating a billion email versions to send out to a thousand micro lists. Now you have very few, very manageable, pieces of creative that do the heavy lifting on their own. Your content morphs and shifts based on who happens to be viewing it.
Now that you’re looking at the metrics of just a few emails/pages, instead of hundreds, how are you measuring effectiveness?
Before, in the dark ages, measurement was easy. Each piece of content served a single audience. But things have changed now. Since you’re no longer slogging through countless iterations of content you need a piece of data to measure performance.
Here’s how you can do this in Marketo:
Create a data point(s) that will contain information regarding email/page versioning. I suggest using the program member custom field feature that was rolled out in June of 2020.
Determine your methodology for coding this field. You should try to create something scalable that will work across the instance.
Create processes for populating the field(s).
Ensure that the data is processed and moved into any BI tool(s) you’re utilizing. If you’re not utilizing a BI tool, then you may wish to pull the information into a flat file via API.
Analyze and record the results so that you may understand how your content is performing for different audiences and also for various tests.
Easy enough, right? Right.
