2.2. Dynamic Signals Use Cases

The DTS scores can provide critical identity intelligence for numerous purposes, including: CRM Segmentation, Website / Mobile Application Personalization, and Search Campaigns.

2.2.1. CRM Segmentation

Personalized Messaging

An organization is interested in personalizing messages to their existing customer base with the intention of improving engagement and conversion with the most viable customers or conversely omitting messaging from less valuable and irrelevant customers. DTS signals based on travel, real estate, and financial datasets can provide the data intelligence necessary to allow for effective personalization.

Example use cases:

1. A hospitality company uses TVS, Hotel Consideration Breadth, and Top Destination to selectively target users for email and push notifications.
2. A home furnishings company identifies recent home purchasers to target directly with a coupon via email and direct mail channels.
3. An insurance company uses Dynamic Signals to identify new home ownership and selectively market to these individuals via email and social media.
4. A travel company uses TVS in their CRM segmentation logic to identify customers who are most likely to respond to loyalty offers.
5. A loyalty program uses ADARA signals to identify users that are in-market for hotels or flights, with the intention of suppressing an email promotion to customers that are already in-market.

Propensity Modeling

An organization deploys a predictive analytics model across their CRM to identify users based on different goals. Models can be used for identifying users who are likely to respond to specific marketing messages or sales outreach. Additionally modeling can be used to estimate customer lifetime value or identify fraudulent actors.

Possible use cases include:

1. A customer engagement program uses a machine learning model to segment customers for email promotions.
2. A timeshare club uses a propensity model to identify customers who are most likely to enroll in the program.

2.2.2. Website / Mobile Application Personalization

Website and mobile application personalization can also benefit enormously from use of Dynamic Signals. An organization can ingest DTS from ADARA's scoring API and use that information within their personalization engine such as Adobe Target to tailor content based on the scores that we share about that user.