RichRelevance Introduces Hyper-Personalization for Digital Marketing: The Pinnacle of AI-Driven Personalization with Deep Learning

Basic personalization gives way to individual experiences at scale;
enhances both marketing and commerce investments for digital leaders

NEW YORK–(BUSINESS WIRE)–NRF Big Show 2019 – RichRelevance, the global leader in
Experience Personalization, today unveiled Hyper-Personalization with
Deep Learning, the next tier of AI technology to drive digital growth,
engagement, and revenue by staging compelling customer experiences
across the commerce lifecycle. Hyper-Personalization helps define how
digital business leaders will bridge marketing and commerce clouds to
engage every customer as an individual – in real time, at global scale –
and enhance the value of existing investments in both which focus on
basic personalization.

Delivering memorable experiences is the only way forward for brands and
retailers to create competitive differentiation,” said Carl Theobald,
President and CEO of RichRelevance. “Yet many companies struggle in this
regard due to the fragmentation of roles and responsibilities across
marketing and commerce. Digital leaders need to rethink personalization
in light of emerging AI technologies which will in turn reframe
organizational boundaries and better foster collaboration.”

The Modern Marketing Dilemma

Customers have so many ways to interact with a brand, but the current
definition of personalization and the limits of current marketing
technologies make it virtually impossible to carry on a consistent,
seamless conversation across channels. Marketing clouds fall short
because they focus on personalized campaigns – one-way interactions and
probabilistic segments – and lack the native controls to configure for
commerce. On the other side of the customer experience are the commerce
clouds, which were primarily designed for transactions and offer
rudimentary, rules-based personalization that doesn’t meet the needs of
today’s consumer.

This gap is forcing brands and retailers to go beyond basic
segment-based personalization as they look to create consistent, branded
customer journeys. The need is Hyper-Personalization, which is different
in kind and can only be achieved through three unique characteristics:

  • Individual, not just segments: A behavioral profile is created and
    updated in response to digital signals from every touchpoint, giving a
    360° view of the customer — and allowing companies to address each
    customer as a segment of one.
  • Real-time context: The ability to detect context and recognize
    significant moments that combine probabilistic customer data with
    company-unique and customer provided “zero-party” data to build
    individual profiles to rationalize often disparate touchpoint-specific
    data and respond appropriately with real-time decisions, driving
    better relevance.
  • Deep Learning AI-driven decisioning: With the breadth of context
    across the entire customer lifecycle, a full spectrum of AI is
    required, including deep and machine learning. Hyper-personalization
    is designed to eliminate rules, discover patterns and centralize the
    experience decisioning across overlapping contexts, algorithmically
    picking the winning experience on a per session basis in real time for
    each individual.

Digital marketers have been hobbled by trying to deliver personalized
journeys based upon segments and rules,” said Michael Ni, CMO of
RichRelevance. “Digital marketers need to enable the programmatic
execution of experiences that happen in real-time, ensuring that the
signature moments of the brand are not impacted negatively. This is
Hyper-Personalization. RichRelevance’s personalization cloud continues
to bridge the gap between the marketing and commerce clouds to turn
every digital exchange into a warm, memorable one that reflects each
customer, their exact context and their journey right at the point of

To learn more about Hyper-Personalization, please visit here.

About RichRelevance

RichRelevance is the global leader in Experience Personalization,
driving digital growth and brand loyalty for 200 of the world’s largest
B2C and B2B brands and retailers including Office Depot, CDW, John Lewis
and Shop Direct. The company leverages advanced AI technologies to
bridge the experience gap between marketing and commerce to help digital
marketing leaders stage memorable experiences that speak to individuals
– at scale, in real time, and across the customer lifecycle.
Headquartered in San Francisco, RichRelevance serves clients in 44
countries from 9 offices around the globe.


Renee Newby