What is Contextualization?

Customercentricity is King

“I think what people in mobile always neglected are the possibilities of mobile”

Michael Neidhoefer - Netbiscuits CEO

Relevant emails drive 18 times more revenue than broadcast emails. Jupiter Research

You can contextualize each stage in the customer journey and understand more about your customer than ever before

A contextualized experience

Historical and Profile Data

Contextual Data

• Hours of day• Days of week• Night / Day• Time since..

• Beacon• Geo-fence• Indoor positioning• City• Country

• Temperature• Conditions such as

clear, rain, wind, storm, snow, thunder storm, fog..

• Make• Model• O/S

Time

Location

Weather

Device

Profile Data

HistoricalData

ContextualData

Hyper- relevant,

contextualmarketing

Highly relevant, customer centric marketing

• Automatically adapt in real time, whenever the customer opens the email

• Every customer receives a completely unique email

• Continually optimize your emails

Personalized recommendations on open

Contextual Marketing Engine

AnalyticsInsight

PersonalisationMessaging

Big D

ata

Cu

stom

er D

ata

LeverageBig Data

To help build a single platform, contextual marketing engine

To drive continuous, relevant, customer

engagement

But why contextualize?

14% uplift in sales Up to 4x engagement

33%

Customer average attention span

74%

Online Shoppers are frustrated

33%

Spend on personalization by

Companies

56%Increase in sales

56%Brand perceptions

60%Repeat purchases

Why personalization is so important to eCommerce clients

How are brands using it?

Example of Google Now App Contextualization

Weather

Traffic

Restaurant reservations

Next appointment

In Conclusion

• Ensure messages are as accurate as possible.

• Content must be immediately relevant.

• Use the treasure trove of historic customer data to your advantage.

• Don’t scare your customers.

www.SmartFocus.com

Ensure messages are as accurate as possible.

Content must be immediately relevant.

Use the treasure trove of historic customer data to your advantage.

Don’t scare your customers.

Thank You