Personalizing Content

There are several ways to personalize the content that SAS Customer Intelligence 360 delivers.

• add personalized customer information, such as a name, to a creative or to email text.
• build a creative that displays behavioral information about a user, such as a cart total.
• create a task that distributes different creatives to subgroups of your target audience based on audience characteristics, such as gender.
• deliver recommendations that are determined using either a user’s behavior or what product is being viewed.

You can build content, such as a creative, in-app message, or a text block in an email task, so that it displays personal information about a user when the content is delivered. For example, you can create content that displays a person’s name, age, details about their virtual shopping cart, or information about a product that was recently viewed. To personalize content with information about a user, add a merge tag. A merge tag is a placeholder that a task replaces with information about a user or the user’s behavior.

If you want to select the merge tag in the task instead of selecting the tag during content creation, you can choose to add a personalization variable instead. A personalization variable is a placeholder for the merge tag. When you are in the task, you can select which merge tags to use for each variable. In this way, you can select merge tags that are relevant to the task and reuse the same creative for multiple tasks.

Email tasks support conditional merge tags that you can use to specify conditions that determine which text or merge tags are used. Conditional tags allow different content to be displayed for different types of users. For example, you can use conditional merge tags to display different greetings based on a user’s location. For more information, see Personalize Email Content with Merge Tags.