Empathic Personalization

Dynamic Yield empathic personalization is a conceptual and technological framework that enables marketers to identify users’ states of mind and help them act with empathy to fuel a stronger emotional connection.

Empathic personalization evaluates a wide range of signals and actions over varying timeframes so that your campaigns can be personalized accordingly. The calculation is dynamic and adaptive, based on unique user behavior.

Why is empathic personalization so important? 

This capability aims to solve some familiar and widespread challenges: Marketers know that when their visitors feel seen and understood, they connect more with the brand. Understanding where the visitor's mind is at is integral to achieving this. 

However, several factors can get in the way, including using multiple frameworks that cause data to be missed in real time, dealing with too much information, and the rising cost of customer acquisition. 

Empathic personalization overcomes these challenges by leveraging the Dynamic Yield personalization engine, which translates complex behaviors into actionable states of mind. This customer-focused approach fosters long-term loyalty with enhanced marketing effectiveness over the entire customer life cycle. This also helps reduce acquisition costs by increasing lifetime value. 

Principles of the empathic personalization framework

The MECE principle: Mutually Exclusive, Comprehensively Exhaustive

Empathic personalization follows the MECE principle, a fundamental concept in problem-solving and data analysis, geared to ensure that you never miss out on any of your users: All your users are always accounted for in this framework, while also making sure to avoid redundancy – only one state of mind can be attributed to a user at any given time, though users can move between states of mind throughout their journey. This is how we enable you to zero in on the correct content for their needs.

Long and short-term data

Empathic personalization accounts for both real-time, session-based data and year-long user data to account for the user's entire journey relating to your site and offering. 

Dynamic and adaptive

State-of-mind calculations are performed dynamically and adaptively, in real time, based on unique user behaviors, using advanced AI models.

What does empathic personalization include?

Empathic personalization currently includes the following states of mind:

• Curious: The user has started looking around your site.
• Interested: The user showed interest in your offering and is gaining familiarity with your brand. 
• Focused: The user zeroed in on what they like (say, by adding it to their cart or wishlist).
• Satisfied: The user completed a purchase.

These can be applied to:

• Audiences: Empathic personalization audiences:
  • Are included in every Dynamic Yield section out of the box.
  • You can't edit or delete them.
  • You can use them as primary audiences (recommended).
  • You can export them. 
• Targeting conditions: Provide the right content at the right time based on users' state of mind.
• Empathic recommendations: An adaptive automatic algorithm that leverages the optimal recommendation algorithm and strategy based on the user’s state of mind, stage in their journey, and location on the website.
• Audience breakdown in reports provides insights into how each state of mind interacts with the experience.

Coming soon

• More, and more accurate, states: We're constantly evaluating more cues and signals to both enrich available states and unravel additional ones, and make them more adaptive to each brand and its unique user behavior.
• Seamless integration with Reconnect: Re-engage with your uses after they leave your site or app. 
• Empathy scores: Analyze the impact of your campaigns on user state of mind regarding your brand and offering.
• Additional deep learning algorithms.