The holy grail of marketing is often seen as the ability to deliver the right message to the right person at the right time—all while maximizing ROI and building lasting customer relationships. It’s all about personalization, relevance, and impact. The key elements often referred to are:
- (Real-time) Customer Understanding
- Why it’s crucial: Understanding customer behavior, preferences, and needs allows marketers to craft highly relevant and personalized campaigns.
- The challenge: Achieving this in real-time and at scale requires advanced data collection, analysis, and actionable insights.
- Seamless Personalization at Scale
- Why it’s crucial: Personalization drives engagement and loyalty, making customers feel valued and understood.
- The challenge is to Deliver hyper-personalized experiences across all channels in a timely manner while respecting privacy and consent (e.g., adhering to GDPR and CCPA).
- Real-Time Data Activation
- Why it’s crucial: Acting on live data ensures marketers can respond instantly to customer signals, making their campaigns more relevant and effective.
- The challenge: Many businesses struggle to unify and activate data from multiple silos. The crucial customer information is hardly ever available in real-time.
- Sustainable Growth Through Sustainable and Ethical Data Processing
- Why it’s crucial: Building trust with customers and operating in a socially responsible manner ensures long-term loyalty and minimizes reputational risks.
- The challenge is balancing growth with ethical, sustainable methods, especially in data collection, processing, and use.
Targeting customers and browsers with Edge profiling and calculating customer engagement in-session (real-time).
How do you create a capability where 1) Customer identities are resolved in real-time, even across anonymous sessions, 2) Messages and offers are dynamically personalized to suit individual preferences, 3) Campaigns are fully optimized for maximum ROI with measurable outcomes, and 4) Compliance with privacy laws is automated and frictionless?
Bringing an additional layer of data and ID management on the edge lets you knit together your existing stack and get to the next level of personalized digital marketing.
The data collection and connection can be activated once the consent has been gathered with the intelligent consent banner and the consent string has been stored to a stable micro profile. Real-time and multi-level consent management is the cornerstone for ethical data processing, as well as for AI.
The collection of First Party signals and customer behavior in-session can be triggered by observing the events via a listener and digesting segment and taxonomy-related information around the same profile. This micro profile can be enriched by connecting off-line data, for instance, from your CDP or DMP. The client-side profile now acts as stable and persistent storage for any identifier (ID) and serves the surrounding technologies by neutralizing 3rd party cookie erosion. You can easily read and write any data to the micro profile; the information is compressed and available immediately and directly on the data layer. In-session data handling includes real-time engagement scoring, which separates highly engaged visitors from those less likely to engage.
Having this rich profile available immediately when the visitor lands on the site allows a cornerstone for a personalized, relevant, and timely orchestration of the next best action or offer (= the holy grail of marketing).
Easy to deploy and integrate into your existing tech stack.
Introducing an extra layer of edge profiling to your current stack is easy. There is no need for a costly IT integration project as the solution is agnostic to any of the surrounding technologies. Getting started is easy, as the deployment can be done within a day, and the process to get the benefits is consulted by the Gravito experts.
About us.
Gravito is a Finnish data company with extensive experience from global powerhouses like Nokia and Microsoft and leading advertising and broadcasting companies. After working with numerous MarTech solutions, we saw demand for a developer-friendly and sophisticated cornerstone of a composable tech stack.
