How does hyper-personalization become user experience?
Every time a guest visits the website and searches for an artist, explores the program or marks a favorite concert, DR Koncerthuset gets to know this person a little better. On every return to the website, concerts are matched and prioritized to the individual’s preference and likelihood of purchase. The better you know the guest, the better the recommendations. If DR Koncerthuset has 250.000 visitors, they will show 250.000 unique constellations of their website.
When a mail is sent out, the personalization robot allows DR Koncerthuset only to communicate about the concerts of the highest relevance to the individual guest. The content is controlled by the personalization robot which picks both the number of events, which events and the order in which they are presented. All mail is created uniquely and fully automated for each recipient.
E-commerce activities on Facebook and Instagram are also targeted by the cognitive profile of the guest. Through a direct integration to these channels, it is possible to advertise content based on the individual’s preferences. This generates unique opportunities to create look-alikes and twins and reach entirely new audiences.
The marketing-ecosystem consists of award-winning UX, automation and the personalization robot. Together, they form a unique and holistic approach to all of DR Koncerthuset’s marketing activities.