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SearchChat: 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.

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

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Tim Peter

Tim Peter built his first website in 1995 and loves that he still gets to do that every day. Tim has spent almost two decades figuring out where customers are, how they interact with brands online, and delivering those customers to his clients’ front door. These efforts have generated billions of dollars in revenue and reduced costs. Tim works with client organizations to build effective teams focused on converting browsers to buyers and building their brand and business. He helps those companies discover how marketing, technology, and analytics tie together to drive business results. He doesn't get excited because of the toys or tech. He gets excited because of what it all means for the bottom line. 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. He is a member of the Search Engine Marketers Professional Organization (SEMPO), HSMAI, and the Digital Analytics Association. Tim Peter’s recent client work covers a wide range of digital marketing activities including developing digital and mobile marketing strategies, creating digital product roadmaps, assessing organizational capabilities, and conducting vendor evaluations for diverse clients including major hospitality companies, real estate brands, SaaS providers, and marketing agencies. Prior to launching Tim Peter & Associates, LLC, a full-service e-commerce and internet marketing consulting firm in early 2011, he worked with the world’s largest hotel franchisor, the world’s premier independent luxury hotel representation firm, and a major financial services firm, developing various award-winning products and services for his customers. Tim can be reached at tim@timpeter.com or by phone at 201-305-0055.

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  1. […] data business models. Regulations are going to continue to turn against these models. However, I believe other models are going to emerge that help connect people with content. The pattern analysis available in ML platforms these days may allow us to go from a bottoms-up […]

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