Why Behavior Based Recommendations Are The Future Of Personalization
What are behavior-based recommendations? originally appeared on Quora: the place to gain and share knowledge, empowering people to learn from others and better understand the world.
Answer by Alexandre Robicquet, CEO of Crossing Minds and Product Manager of Hai, on Quora:
Powered by advanced AI and behavioral data, behavior-based recommendations deliver highly relevant recommendations for each customer simply by synthesizing their on-site actions after just a few clicks – all without personal data or third-party cookies. It’s revolutionizing the way businesses proactively help their customers discover products and content they love by focusing on what customers want rather than who they are. Behavior-based recommendations are the future of personalization.
For too long, businesses have been led to believe that more data is better when it comes to providing product recommendations like “Customers Also Bought” and “Related Products.” They’ve been conditioned to think collecting customers’ personal information like age, gender, and location is the best way to individualize their online experiences. But in reality, by collecting consumers’ data via third-party cookies, traditional – and outdated – recommender systems deliver stereotyped recommendations based on age, gender, and location. This isn’t true personalization.
Businesses don’t need more data; they need better data, which is derived from browsing behaviors.
To help contextualize this, imagine you own a local brick-and-mortar store. A new customer walks in the door, and they’re looking to you for a product recommendation. Would you rather know the person’s age, location, and gender, or would you prefer to know the first items that catch their attention?
A good business owner isn’t concerned with how old their customers are or where they live; they just want to know what the customer is looking for and what they like. They might pick out a few different items and see which ones the customer gravitates to most before giving a proper recommendation because that’s the most effective way to get a sense of taste. This approach shouldn’t be any different online.
Understanding the uniqueness of each customer is the crux of delivering individually-tailored recommendations, and the best way to understand a customer’s interests is by looking at their browsing behavior. By focusing on customers’ on-site behaviors instead of their personal information, behavior-based recommendations prove that personalization and data privacy don’t have to be mutually exclusive.
Behavior-based recommendations are also transformative for new and anonymous users. By leveraging customer behaviors instead of demographic and personal data, relevant recommendations can be delivered to anyone – regardless of whether or not they’ve browsed a company’s website in the past. Instead of delivering “trending items” or simply showing items a customer has already viewed or purchased, this technology can analyze what a customer truly wants and deliver a unique, relevant recommendation after only three clicks. This means even new or anonymous customers discover new products they love and keep coming back for more. Behavior-based recommendations enable personalized experiences for everyone.
Behavior-based recommendations are a brand new way to help customers find their next favorite product – a win-win for consumers and businesses alike.
This question originally appeared on Quora – the place to gain and share knowledge, empowering people to learn from others and better understand the world.