Product Feed or User Level Feed – Part 2
In my previous blog, we tried to understand the differences between using product feed and user-level feed. This blog covers some industry specific use cases for user-level feed. I am also sharing some results that we have achieved after implementing user-level feed for India’s leading Insurance Aggregator.
Vertical specific use cases:
Insurance Aggregator: For insurance aggregator clients, we recommend showing the lowest quote and the relevant insurer offering that price to all users with identical inputs. But if each user within the input combination selects different quotes, they are then converted into user-level feed, along with user-specific landing pages. This ensures that the user-experience is intact, both at the display campaign marketing level and the website level when users click on a banner and come back.
Insurance Brands: For insurance brands depending on the input, users could be shown multiple quotes. At the quote search page, multiple users fall into same bucket. But if a user selects different offerings or does an action like “add-ons”, then we recommend maintaining a unique selection for each user, including user specific landing pages and generate feed. Subsequently, users are shown their last behavior based pricing and on click are brought back to a pre-filled landing page with all the user details.
E-commerce: E-commerce has product level feed, and we recommend showing the message related to products and take users back to product specific landing pages. Unlike insurance aggregators, a product on ecommerce platform has one price (if you ignore multiple sellers with different price points). One can innovate on user-level feed by taking shopping cart drop-offs back to shopping cart. But there hasn’t been much of an interest to support these.
Banks: Banks can have mix of product-level feed for new-to-bank user (for products like credit card etc.). In case of existing users, banks can provide user-level feed to recommend a combination of personal loan at specific interest rate and pre-approved amount, along with other products like credit cards at a user level. So yes, banks do have a classic opportunity to use both product level feed for new users and user-level feed for existing users.
Results: When we launched product-level feed for India’s largest insurance aggregator, we realized that the user experience was not the best. How did we measure it? By benchmarking CTR as a metric.
During initial client discussions, we realized that showing random quotes based on a set of inputs was confusing for the user. This is where we innovated and suggested the concept of user-level feed, and the need to maintain the user search state. We subsequently moved from product-level feed to user-level feed which also helped us in:
1. Storing user-specific landing pages
2. Taking users to quote landing pages or proposal landing pages (pre-filled with user input details)
3. Displaying lowest quote or quote selected by the user
The above changes resulted in these impacts:
1. Improvement in CTR by 2X (benchmarked by comparing default static banners served Vs. customized banners)
2. Improvement in user-experience and conversions as confirmed the client
Scope for innovation:
We at Vizury have been able to extent this concept to another level.
Offline data – User-level feed gives us the scope to interact with offline CRM user-level data. We can tap into historical user data to power the brand’s future marketing communication. This concept has been enabled both for insurance and banks. Thus creating a richer user-level targeting, both on internal inventory as well as external inventory like Google, FB etc.
We do not stop here. Another scope is to closely work with brands and their IT teams and help them power user-recommendation intelligence. Since we store user-level landing pages, we can also integrate third-party behavior at a user level, and pass them to the brand through the landing page. We then create internal mapping for each user to understand what they might be potentially interested in.
For example, if we start storing user level feed for an OTA, on banner click we cans pass hotel as an interest to user who searched for flight (hotel recommendation comes on the basis of 3rd party data). OTA’s system can then read this recommendation “hotel”, and after loading flight search result page can display a site notification for a special discount on hotels alongwith the flight bookings. This might just tilt the user to not only purchase flight ticket, but follow-up with a hotel booking as well.
Of-course, this kind of experimentation requires development effort. Both on the brand’s IT team, as well as the platform team.
Way Forward: Now that we have unlocked the world of potential opportunities by understanding the subtle difference between product level and user-level feed, it’s important to design your marketing campaigns keeping this in mind. And reason with your marketing solution provider, if the same makes sense and is possible.
I would love to answer any specific questions that you might have around using the right kind of feed and improving your marketing effectiveness. You can reach me at firstname.lastname@example.org