“Hyper-relevance requires an ingredient that traditional personalization methods have typically lacked, and that’s context,” said Kevin Quiring, managing director at Accenture Strategy. “That’s a deep understanding of the reason that a customer is shopping, is evaluating, is requiring service around a product, and that context is very difficult to get to because it means understanding the circumstances [of the consumer].”

Currently, most marketers are not looking at context as part of their segmentation strategy. A study conducted by CMO Council and RedPoint Global in March 2018 found that a majority of respondents segmented their audiences according to basic demographic attributes, as well as behavioral data like search and past purchases. But just 11% were using intent analysis, and only 22% used psychographic data for segmentation. Marketers may be taking behavior into account, but they’re largely ignoring context and emotion.

Sourced through Scoop.it from: www.emarketer.com