Simplifying the Personalization Workflow
It can take a lot of work to personalize a digital experience - or, at least it did in the past.Digital marketing solution Jivox has announced a rather major upgrade to its popular IQ platform (a solution that integrates creative, data and media technologies and workflows) that should make activating personalized marketing efforts far easier than ever before - particularly for agencies.
Jivox's new Programmable Personalization capabilities address the very real problem of managing the complexities surrounding the execution of personalization efforts when data is siloed and there are numerous existing creative workflows to contend with. Jivox's system will essentially integrate all the various technologies being used by creative and data teams to develop entirely new workflows while ensuring control is maintained over their initiatives.
So, how does it all work and what's the appeal to agencies?
The company's Decision Graph technology (which enables personalization strategies to be developed in third-party tools and ingested by the Jivox IQ platform) and its APIs (which make available creative, data, machine learning based optimization, scoring and media execution) will essentially provide marketers with a platform to connect all these technologies into a single workflow (eliminating a lot of the hopping back and forth between platforms).
For example, creative output from one vendor can be uploaded and connected to data from yet another vendor and then delivered post-personalization by Jivox IQ to a media platform.
“In the increasingly technology-driven world of digital marketing, brands are finding that having to switch between several different incompatible platforms adds significantly to costs and inhibits the use of technology to deliver marketing excellence,” said Diaz Nesamoney, Chairman and CEO of Jivox.
“Programmable Personalization establishes a ‘lingua franca’ for such technologies to speak to each other, and for partners to develop and deliver key workflow tools to reduce the cost and time to activate personalized digital marketing campaigns.”
Global media agency network Mindshare, part of WPP, will be the first to take advantage of the Programmable Personalization offering. Jivox customers include companies such as InterContinental Hotels Group, Cars.com, Sony, REI, QVC, and Bayer.