Marketing Cloud Personalisation

Marketing Cloud Personalization- An Introduction 

What is Personalization? 

Marketing Cloud Personalization is an integrated personalization and Real-Time Interaction Management (RTIM) platform that:

  • LISTENS : It collects data natively across key channels.
  • UNDERSTANDS and DECIDES : It enriches data based on data points available and performs real-time decisioning and analysis.
  • ACTS : Iimpacts the experience across channels.

Personalize the consumer experience

Let’s review 5 ways Real-Time Interaction Management (RTIM) helps you personalize the consumer experience. 


Consumer profiles are no longer just made up of demographic or geographic data. RTIM can help identify consumers across offline and online touchpoints, collecting data that expresses real behaviors and desires—what’s called behavioral data. Plus, RTIM tracks both known and unknown consumers in every interaction.


Consumer data profiles shouldn’t be just about search or purchase history. That’s only a one-sided view of an individual. RTIM can capture every activity across multiple channels, providing real-time, relevant insights on consumer behavior.

Next-Best Action

Now you can recommend the next-best action, call to action (CTA), or content using the consumer’s comprehensive data profile. RTIM helps you determine which offer, content, or message inspires engagement from the consumer.


Every consumer is unique. You need to deliver your message on the channel that’s right for each individual. RTIM can coordinate delivery of the next best action to the right touchpoint at the right time—for every consumer.


Consumer behavior changes. Trends change. Your marketing strategy is ever-evolving. RTIM can provide insights that help you get the best results not only from consumer interactions but also from your strategic planning.

Why using Personalization?

Personalization impacts the entire business.

  • Increase conversions with campaigns, personalized content, next-best action, and next-best offers.
  • Onboard customers with lifecycle insights and optimization.
  • Increase first-call resolution and decrease average call-handling time with self-service customer care.
  • Retain more customers with renewals, relevant and timely campaigns, and targeted next-best offers.
  • Create brand advocates with loyalty programs, improved customer experiences, and proactive customer service.
  • Boost lifetime value with new tools to cross-sell and upsell.


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