Kameleoon enables brands to provide quality digital experiences by personalising the customer journey – allowing them to maximise engagement & conversion and increase online revenues. Their AI customisation and A/B testing platform helps product owners and marketers to optimise their website and their entire online experience, rapidly and automatically, to the needs and expectations of each of their visitors. Using Artificial Intelligence, their predictive algorithms allow marketers to identify the probability of visitor conversion and offer an experience that meets the individual expectations of each visitor, resulting in a strong increase in conversion.
The Kameleoon platform has been designed with a user-centric logic, i.e. it is based on the needs and requirements of visitors and allows all marketers, regardless of their industry, to create use cases that will match their audience.
The AT Internet/Kameleoon partnership offers a highly effective solution for brands that want to offer exceptional online experiences and increase visitor conversion and engagement.
Hi Anne-Claire, why do brands need to develop a personalisation strategy?
All major brands today personalise the experience of their visitors.
Optimising the overall user experience with A/B testing tools is essential but does not allow for real-time response to the needs of visitors at the time of their visit.
Integrating personalisation into your digital strategy has many benefits. It obviously has an impact on conversion, as site visitors are guided through their shopping journey and have an experience that meets their expectations.
It also improves the customer relationship. Our customers all see an increase in engagement and loyalty, but also a reduction in churn. These are indicators that show that personalisation has become a standard for consumers.
Finally, personalisation has a major benefit: it reduces marketing costs. As actions are more effectively targeted, they generate fewer costs and are more profitable. The use case that best illustrates this is the one we carried out with Cdiscount – by offering discount vouchers only to undecided visitors, the brand halved the cost of its promotional campaigns and generated 50% more turnover compared to a classic campaign.
AT Internet and Kameleoon are connected platforms – what is the value for brands?
Personalisation is a practice based on the collection and analysis of visitor data. An online experience is only relevant if it meets visitors’ needs and expectations, so it is essential to know your audience thoroughly.
At Kameleoon, we believe that a successful personalisation strategy depends on the ecosystem of solutions available to brands. Consumers’ needs are constantly evolving, and it is essential for brands to be able to react quickly as soon as they identify a high added-value optimisation.
Having an ecosystem of connected and compatible solutions allows brands to quickly activate data from one solution to another to meet visitors’ needs.
Our integration with AT Internet allows our customers to automatically feed the results of all A/B testing and personalisation experiences into AT Internet’s analytics.
We hope to further develop this integration in the near future by giving our clients the ability to feed their segments created with AT Internet back into the Kameleoon solution to personalise the experience of their visitors.
How can we be as relevant as possible in a personalisation process?
Personalisation is a practice that allows the elements of a site to be adjusted according to the profiles and expectations of visitors. To be as relevant as possible, you need to be able to analyse visitor data in real time and then activate it and have a robust solution that allows you to exploit the potential of your personalised actions.
There are several ways to personalise: manually or by using predictive algorithms. The two methods are complementary, but only AI personalisation, which is based on machine learning algorithms, can provide a unique experience for each visitor.
Manual personalisation allows you to create experiences for segments created by the marketer based on several criteria. For example, visitors who have viewed at least 3 pages on the site and have already purchased a certain type of product.
Based on these criteria, an experience can be offered to all visitors to the segment. However, the practice does not take into account the visitor’s intention to purchase at the time of his visit, and if the last product they viewed is a washing machine, there is little chance that a personalisation based on this criteria will be relevant.
I believe that there are two essential ingredients to creating a relevant personalisation experience:
- you need to take advantage of hot data: hot data is data that depends on visitor behaviour. It’s critical to understanding what the visitor is looking for. So you need to be able to collect and activate it quickly to put the visitor’s experience into context in real time and on relevant criteria, and therefore boost conversions.
- Artificial Intelligence is your ally: it allows you to predict the probability of a visitor’s purchase or their appetite for a product based on the data you make available to them (especially hot data). This is impossible to do manually because the criteria that define the likelihood of appeal or the probability of conversion are moving and depend on a multitude of different signals. Adopting AI therefore means ensuring that you offer the best experience to each visitor to your site by instantly responding to their needs and expectations. The brands we work with always get consistently better results with this approach rather than with a classic segmentation approach.
Does the GDPR penalise brands that want to personalise?
It all depends on the personalisation solution and the policy that is applied in terms of data protection. As far as Kameleoon is concerned, we take all measures to ensure that our clients take no risks and have control over the use of data on web interfaces.
Under the GDPR, a Kameleoon customer site that personalises the experience of its visitors on the basis of the data they have agreed to share is acting legally.
Our servers are located in Europe and no personal data flows outside the European Union. Our customers are therefore not exposed to any risk regarding the restrictions on data flows required by the GDPR. Please note that Kameleoon does not automatically store visitor data if Kameleoon reporting is not used (to the benefit of your analytics solution). As for navigation data (behavioural, contextual and technical data), it is stored on the client browser in Local Storage and not on Kameleoon servers.
Of course, site visitors can opt out of the experiences offered by the brands.
However, marketers need to be vigilant on their side. They must control their segments according to the authorised data in order to act in com
Any closing words?
We’re holding a webinar in French on June 18th featuring several customer stories – it’s the perfect opportunity to show you how our integration is working in practice and its added value.
About Anne-Claire Bellec, Chief Marketing Officer at Kameleoon
Anne-Claire joined Kameleoon in March 2019. For 15 years, she has been helping companies from all sectors to define their brand strategy and implement their marketing plan.
