How brands win with big personalization

first_imgIn his book The Paradox of Choice Barry Schwartz has shown that an excess of choice for the consumer usually has a negative impact on sales results. A shop with 24 varieties of jam will, as a general rule, sell less jam in total than a shop with only six varieties. The use of big data can overcome this problem, because big data makes possible big personalization. A better focusing on the known preferences of consumers in terms of products, services and communication helps consumers to make their choices. The more personal and relevant the content communicated to a customer, the more likely that the customer will generate positive feedback and eventually make a purchase. Instead of showing your customers all the options in your product range, the trick is to show them just the three options you think will interest them the most. At Amazon, 35 per cent of all sales result from personalized recommendations; at Netflix the percentage is as high as 75 per cent. Personalization is therefore a key step in your data strategy. It is the ultimate way to raise your digital customer relationship to a higher level.Many consumers are open to the idea of receiving the right (commercial) message at the right time. My own research has shown that 33 per cent are either positive or very positive towards the concept of personalized advertising. Consumers like to buy products. Consumers therefore like to have information about products – but only relevant information provided at the moment when they most need it. The ability to manage big data effectively will be a major tool in helping to achieve extreme customer orientation in the years ahead. The expectations of consumers will continue to evolve. They will almost certainly be less tolerant about receiving the wrong message at the wrong time.This presents a serious challenge to the modern marketer. Instead of focusing on the average customer, from now on they will need to focus on the individual customer. Classic marketing involves getting to know and understand the average customer. This often resulted in the drawing up of a profile that was so general as to almost be meaningless. Many companies have ‘athletic males between the ages of 25 and 45’ in their target group. This type of profiling was necessary to select the right media and to adjust the message to reflect the target group. But the problem of working with averages is that they also tend to produce average results. One of the classic marketing dictums is that ‘half of the marketing budget is always wasted; the trick is to find out which half’. This is the result of failing to pay sufficient attention to the wants and needs of individual customers. continue reading » 4SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img read more


Student internships in the age of virtual staffing

first_imgUniversity Federal Credit Union ($3.1B, Austin, TX) created its UFCU Scholars program in 2018. In 2019, the Austin-based credit union combined that program with an existing internship program to create a two-part initiative called Student Success. No one could have predicated what was on the horizon for 2020.When the pandemic struck during the first few months of the year, organizations across the country canceled internships, throwing into flux the academic as well as career plans of thousands of students. UFCU — whose field of membership includes the flagship University of Texas campus in Austin — found another way to serve its students. It put a virtual spin on Student Success.“Our program was designed to be an in-person experience, but the pandemic made that impossible,” says Rhonda Summerbell, UFCU’s director of relationship management and community impact. “Because of that, we moved the program to a 100% virtual setting, including our professional development and networking events.”UFCU provided 11 internships this past summer and nine this fall semester. Interns make at least $15 an hour and work in multiple areas, including IT, HR, marketing, relationship management, retail, finance, organizational development, legal, vendor management, and community engagement. ShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr continue reading »last_img read more


Renovation gives 1940s home a breath of fresh air

first_img190 Kings Rd, Mysterton, has undregone a total renovation.WHEN Matt Pinney and his wife purchased 190 Kings Rd, Mysterton, just under six years ago, never could they have imagined the legacy they would leave behind.Built in the 1940s, this four-bedroom, two-bathroom piece of Townsville’s history has been lovingly restored by the Pinneys, who have added their own, modern twist.“I just think the owners have done an amazing job retaining the history and charm of the home,” Explore Property Townsville agent Giovanni Spinella said.Having purchased another property in the area, the Pinneys and their two children, aged 15 and 12, had initially planned to flip the residence, but fell in love with the location along the way. The new kitchen.“The plan was to renovate and move on in a shorter amount of time,” Mr Pinney said. “But we fell in love with the location and the property itself, hence the extended stay.“Seeing the change from what it was to what it is now … it was very rewarding to see a plan coming together. This has been our kids favourite family home.”Mr Pinney, an electrician who has worked locally for a number of years, said it was his wife who first saw the potential in turning the old house into a loving home.“(At the time) we were renting around the corner and my wife saw that it was for sale,” he said. “We were looking at purchasing a house to renovate, particularly in this area and this is what caught her eye. The open-plan living spaces.“Initially, it took quite a bit of convincing from her that this would be the perfect property for us as it was an unusual floorplan to start, (so) many discussions were had and rough plans were drawn prior to purchasing.”The Pinneys ended up deciding to redesign their 1113sq m block to accommodate split levels, with retaining walls, established gardens and foliage surrounding the residence.“Everyone that visits the house generally falls in love with it,” Mr Pinney said, with the interiors retaining their original cornicing and ceiling rose.“We have changed a lot from when we moved into the house; way too many things to paper. We have made major changes such as moving the living spaces around and installing a new kitchen and bathrooms.“Smaller changes we made include new plasterboard walls throughout, all new aircons throughout, new paint inside and out, the installation of a 5kW solar system and pool deck, just to mention a few things.” The home still has its historical charm.Despite having added a modern touch to the ageing property, the Pinneys ensured they didn’t take away from its historical charm.“They have been really mindful around the period,” Mr Spinella said.“(The Pinneys) have made sure that the home now has a renovation that also compliments the original features which I think has been done amazingly.”“They saw the vision in it originally.”When asked to name is favourite features about the property, Mr Pinney said there were a few. “We love to garden and have had the luxury of being able to make our own changes while utilising existing established trees,” he said, referring to the existing size of the block.More from news01:21Buyer demand explodes in Townsville’s 2019 flood-affected suburbs12 Sep 202001:21‘Giant surge’ in new home sales lifts Townsville property market10 Sep 2020“There is still ample amount of space for the kids to kick a footy around, even with having an in-ground pool in the yard. The home’s inground pool.“The house is set back 14m from the front boundary; this reduces noise that would usually come from traffic and also allowed us to have a large yard and garden out the front, utilising the afternoon shade.“The area is also consistent for large, established trees that provide a barrier or screen to neighbouring properties, as does the large fence out the front.“Finally, the location. We have been very lucky to have very friendly and welcoming neighbours. We have built some great friendships over the years; we will miss this about the house but will still be able to maintain our friendships with them.” There is plenty of space for outdoor entertaining.Suited to a range of buyers and with the auction set to be held online on Tuesday, May 19, Mr Spinella said feedback from inspections had already been positive, with some potential interest also garnered from interstate buyers. “Mysterton is one of the suburbs in Townsville that’s well known; it does hold a bit of nostalgia and has a lot of beautiful period homes like this one. “It is a very unique little pocket; it’s a very small suburb so, it has some good features going for it.“If you have been searching for a home to warm your heart, then you must see and feel this home.”last_img read more


Maria Tritou and Gabriella Knutson use backhand shot to elevate game

first_img Published on April 21, 2016 at 12:33 am Contact Jake: [email protected] After Maria Tritou ripped a two-handed backhand down the sideline, Virginia Tech’s Kelly Williford stumbled while reaching for the ball. Her arms were fully extended as she couldn’t catch up with the rocket shot. Williford then approached the green tarp behind the court as the ball collided into it.All Williford could do is pick up the ball and walk back to the line for the next point. And even though Tritou eventually lost the match, her backhand is what helped make a comeback attempt. That same backhand is what’s helped elevate her game during Syracuse’s five wins in their last six conference games.Seventh-seeded SU (13-7, 7-7 Atlantic Coast) opens the ACC Tournament on Thursday at 10 a.m. in Cary, North Carolina against No. 10 seed North Carolina State (15-10, 6-8) and will look to Tritou and Gabriella Knutson to continue using their backhand shot to pay dividends in the postseason.Knutson says that going to the backhand gives her more velocity on her shots that she doesn’t have with other stances and moves. The move allows Knutson to adapt to in game situations and from player to player.“I definitely get more power (from the backhand),” Knutson said. “I feel much more confident in it. I have (the ability to use) two hands and the backhand gives me (more versatility).”AdvertisementThis is placeholder textWhen Knutson goes to her backhand, the velocity drastically increases. The speed of the ball has consistently frozen opponents and the control that Knutson has with her backhand has allowed for pinpoint placement of balls throughout the court. This versatility and ability to alter the approach of every shot with such consistency has lead Knutson to the best record on the team at 14-5.Tritou too has also developed a highly successful backhand that has allowed her to become another go-to option on the team when Knutson, Valeria Salazar or Anna Shkudun are off their game. She’s won three of her last six games to close out the regular season.Tritou echoed Knutson and feels that her backhand has a more natural feel to it. As a baseline player who likes to have quick returns down the lines of the court, the backhand has become a weapon that surprises opponents before they can react.“It depends on how you feel,” Tritou said. “… I feel more comfortable with my backhand.”Head coach Younes Limam said Tritou and Knutson simply have better backhands than other players on the team. By sticking to their strengths they’re successful by allowing them to transfer their weight and get off an effective, accurate shot.“They lean through the ball more (than others),” Limam said. “They hit through the ball more using less spin.”And with the postseason coming up, assistant coach Shelley George expects Tritou and Knutson to stick with what’s worked.“It will always be their favorite shot,” George said. Comments Facebook Twitter Google+last_img read more