{"id":52212,"date":"2025-09-10T10:10:58","date_gmt":"2025-09-10T08:10:58","guid":{"rendered":"https:\/\/www.elaine.io\/?p=52212"},"modified":"2025-09-11T10:09:32","modified_gmt":"2025-09-11T08:09:32","slug":"know-your-customer-smart-data-as-the-foundation-for-successful-personalization","status":"publish","type":"post","link":"https:\/\/www.elaine.io\/en\/blog\/know-your-customer-smart-data-as-the-foundation-for-successful-personalization\/","title":{"rendered":"Know your customer \u2013 Smart data as the foundation for successful personalization"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;2\/3&#8243;][vc_column_text css=&#8221;&#8221;]<strong>Today, personalization begins where companies truly understand what their customers are interested in, how they behave \u2013 and what they expect. The numbers are clear: 71% of consumers already expect personalized interactions, while 76% feel frustrated when they don\u2019t receive them. Companies that excel at personalization achieve, on average, 40% more revenue than their competitors (\u201cThe value of getting personalization right or wrong is multiplying,\u201d McKinsey, 2025).\u00a0<\/strong><\/p>\n<p><strong>In this blog post, we highlight the crucial role of data in delivering personalization that works \u2013 and how automated, data-driven relevance can be built seamlessly along the entire customer journey, while always complying with the highest data protection standards.\u00a0<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">Data Quality is Key<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Many companies have access to vast amounts of data, but only make limited use of it. The real differentiator is quality, not quantity. According to McKinsey, personalization based on high-quality data can boost revenue by up to 40% compared to the market average.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><strong>High-quality data means:\u00a0<\/strong><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Timeliness<\/span><\/b><span data-contrast=\"auto\"> \u2013 real-time data or regular updates<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Consistency<\/span><\/b><span data-contrast=\"auto\"> \u2013 unified formats across systems<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Completeness<\/span><\/b><span data-contrast=\"auto\"> \u2013 covering behavioral, transactional and interest data<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Compliance<\/span><\/b><span data-contrast=\"auto\"> \u2013 GDPR-compliant collection and documented consent<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Only with high-quality data can automated content truly reach customers at the right moment \u2013 and drive meaningful engagement.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Four Key Building Blocks of Successful Personalization\u00a0<\/strong><\/h2>\n<p><strong>1. Alignment of All Data Sources<\/strong><\/p>\n<p><span data-contrast=\"auto\">A unified, cross-system data foundation is the backbone of any personalization strategy. Increasingly, companies are moving away from monolithic, rigid platforms and adopting <\/span><b><span data-contrast=\"auto\">composable architectures<\/span><\/b><span data-contrast=\"auto\"> \u2013 modular MarTech stacks built from well-integrated systems and data flows. Composable approaches rely on best-of-breed services, each covering a clearly defined function, instead of one large solution trying to do everything at once.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">These modular services can be flexibly combined, creating agile, scalable, and high-performing commerce architectures. This allows companies to react quickly to changing market conditions and build innovative customer experiences \u2013 without running or maintaining large, complex systems. According to a Gartner partner study (via Houlikan Lokey), 78% of companies using composable MarTech stacks report faster innovation cycles and significantly reduced integration hurdles (\u201cComposable Commerce &amp; MACH Architecture Study,\u201d 2024).<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong>2. First- &amp; Zero-Party Data<\/strong><\/p>\n<p><span data-contrast=\"auto\">Actively shared customer data is precise, voluntary, and GDPR-compliant. 92% of companies say that zero-party data significantly increases the relevance of their campaigns (\u201cThe 2024 State of Personalization,\u201d Twilio Segment). Examples include onboarding preference surveys, interactive polls in newsletters, or quiz formats on websites. Combined with first-party behavioral data \u2013 such as cart abandonments or click paths \u2013 these insights enable highly relevant, automated content delivery across the entire customer journey, from welcome triggers to reactivation campaigns.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong>3. AI Insights &amp; Audience Discovery<\/strong><\/p>\n<p><span data-contrast=\"auto\">Artificial intelligence opens up new dimensions of audience analysis. <\/span><b><span data-contrast=\"auto\">AI Audience Discovery<\/span><\/b><span data-contrast=\"auto\"> allows companies to identify and understand their audiences more precisely than ever before. AI-powered analytics process vast amounts of data from multiple sources, uncover hidden behavioral patterns, and segment users based on relevant attributes such as interests, purchasing behavior, or interaction history. This not only sharpens existing segments but also uncovers entirely new audiences. In addition, AI-powered multivariate testing makes it possible to adapt content \u2013 such as subject lines or CTAs in email communication \u2013 to the specific needs of each segment. The result: personalization strategies that reduce waste, deliver more relevance, and take the customer experience to the next level.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_52226\" style=\"width: 610px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-52226\" class=\"wp-image-52226\" src=\"https:\/\/www.elaine.io\/wp-content\/uploads\/2025\/08\/AIDO_Audience-Discovery_EN-300x191.png\" alt=\"\" width=\"600\" height=\"381\" srcset=\"https:\/\/www.elaine.io\/wp-content\/uploads\/2025\/08\/AIDO_Audience-Discovery_EN-300x191.png 300w, https:\/\/www.elaine.io\/wp-content\/uploads\/2025\/08\/AIDO_Audience-Discovery_EN-1024x651.png 1024w, https:\/\/www.elaine.io\/wp-content\/uploads\/2025\/08\/AIDO_Audience-Discovery_EN-768x488.png 768w, https:\/\/www.elaine.io\/wp-content\/uploads\/2025\/08\/AIDO_Audience-Discovery_EN.png 1108w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><p id=\"caption-attachment-52226\" class=\"wp-caption-text\">AI Audience-Discovery<span style=\"color: #111111; font-family: 'normal Arial', Helvetica, sans-serif; font-size: 14px;\">\u00a0<\/span><\/p><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>4. Privacy-by-Design<\/strong><\/p>\n<p><span data-contrast=\"auto\">Data privacy is not a barrier \u2013 it is the foundation for sustainable customer relationships. <\/span><b><span data-contrast=\"auto\">Privacy-by-Design<\/span><\/b><span data-contrast=\"auto\"> means integrating privacy measures into all processes and technologies right from the start. The \u201cData Privacy Benchmark Study 2024\u201d (Cisco) shows that 94% of consumers are more likely to buy from brands that communicate transparent privacy policies. Companies that make data protection visible \u2013 with easily accessible preference centers, transparent consent flows, and clear opt-out options \u2013 not only strengthen compliance but also build trust, leading to higher open and click-through rates.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">Conclusion<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Personalization is the outcome of high-quality data and smart technology. Companies that truly know their customers \u2013 based on consolidated data and in the context of their digital behavior \u2013 can automate personalized, relevant content throughout the entire customer journey.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><strong>The first steps from strategy to implementation are often closer than expected. Useful questions to get started include:\u00a0<\/strong><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">What data is already available?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Which use cases can be implemented quickly (e.g. newsletter variations, dynamic product recommendations, onboarding flows)?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Which signals \u2013 such as scrolling or click behavior \u2013 can be leveraged to optimize timing and content?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text]<div class=\"ult-spacer spacer-6a7f7b7e5e64f\" data-id=\"6a7f7b7e5e64f\" data-height=\"50\" data-height-mobile=\"50\" data-height-tab=\"50\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1684324203602{padding-top: 55px !important;padding-bottom: 55px !important;}&#8221;][vc_column][vc_row_inner][vc_column_inner]<div id=\"ultimate-heading-57406a7f7b7e5e6a8\" class=\"uvc-heading ult-adjust-bottom-margin ultimate-heading-57406a7f7b7e5e6a8 uvc-7436  uvc-heading-default-font-sizes\" data-hspacer=\"no_spacer\"  data-halign=\"center\" style=\"text-align:center\"><div class=\"uvc-heading-spacer no_spacer\" style=\"top\"><\/div><div class=\"uvc-main-heading ult-responsive\"  data-ultimate-target='.uvc-heading.ultimate-heading-57406a7f7b7e5e6a8 h2'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}' ><h2 style=\"--font-weight:theme;margin-bottom:10px;\">Whitepaper: Successful omnichannel customer engagement<\/h2><\/div><\/div>[\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;49540&#8243; 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If you don't want to be contacted electronically, you can also request the chosen documents<a href=\"https:\/\/www.elaine.io\/privacy\" target=\"blank\"> via mail<\/a>.<\/sub>\n <br>\n <br>\n <sub>* Required fields<\/sub><\/div> <input name=\"e_daw_content[meta][message]\" class=\"form-control dmfg-1\" value=\"\" placeholder=\"Message\" type=\"text\" \/> <input name=\"message\" class=\"form-control dmfg-2\" value=\"\" placeholder=\"Website\" type=\"text\" \/> <input name=\"e_daw_content[meta][website]\" class=\"form-control dmfg-3\" value=\"\" placeholder=\"Website\" type=\"text\" \/> <input name=\"website\" class=\"form-control dmfg-4\" value=\"\" placeholder=\"Website\" type=\"text\" \/> <!-- Send Button --> <div class=\"form-group submit\"> <div class=\"col-xs-12\"> <button type=\"submit\" class=\"btn btn-success\" id=\"form-submit\">DOWNLOAD<\/button> <\/div> <\/div> <\/fieldset> <\/form> <script> (function($) { $(\"input[name='c_email']\").focusout(function() { var warn = false; var inputval = $(this).val(); var hasWarningClass = $(this).parent().hasClass('warn'); var freemailers = ['gmx.de', 'gmx.at', 'web.de', 'gmail.de', 'gmail.com', 'gmail.net', 'yandex.ru', 'hotmail.de', 'hotmail.com', 'hotmail.net', 'hotmail.at', 'hotmail.ch', 'freenet.de', 't-online.de', 'yahoo.de', 'yahoo.com', 'yahoo.net', 'yahoo.at', 'yahoo.ch', 'aol.de', 'aol.ch', 'aol.at']; if (freemailers.some(v => inputval.includes(v))) { warn = true } if (!inputval.match(\/^([a-zA-Z0-9_.+-])+\\@(([a-zA-Z0-9-])+\\.)+([a-zA-Z0-9]{2,4})+$\/)) { warn = true } if (warn && !hasWarningClass) { $(this).parent().addClass('warn'); } else if (!warn) { $(this).parent().removeClass('warn'); } }); $(\"input[name='c_telefon']\").focusout(function() { var warn = true; var inputval = $(this).val(); var hasWarningClass = $(this).parent().hasClass('warn'); if (inputval.match(\/^[\\+\\-\\(\\)\\.\\sxX0-9]*$\/)) { warn = false; } if (warn && !hasWarningClass) { $(this).parent().addClass('warn'); } else if (!warn) { $(this).parent().removeClass('warn'); } }); })(jQuery); <\/script> <\/div>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;2\/3&#8243;][vc_column_text css=&#8221;&#8221;]Today, personalization begins where companies truly understand what their customers are interested in, how they behave \u2013 and what they expect. The numbers are clear: 71% of consumers already expect personalized interactions, while 76% feel frustrated when they don\u2019t receive them. Companies that excel at personalization achieve, on average, 40% more revenue&hellip;<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"Blogpost: Know Your Customer \u2013 Smart Data as the Foundation for Successful Personalization","_seopress_titles_desc":"Personalization works best when it is built on high-quality data. 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