Is It Even Possible to Create Relevant Experiences for Unknown Users?

A guide to leveraging anonymous data

Illustration: Eran Mendel

About 97 percent of website visitors are anonymous, causing a missed opportunity for today’s marketers who only leverage known data. Anonymous user profiles can be far more detailed—browser, device, behavioral details and other data points can all be discovered before an email address is even provided. Today, with the right customer data solution, marketers are able to fuel contextual marketing with anonymous data.

Our new handbook, “Contextual Marketing in the Increasingly Anonymous Era,” explains the intricacies of targeting anonymous users to segment, engage, convert and retain prospects and customers. That is, making the “unknown” consumers around the web known—at least in the privacy-safe marketing sense.

Here are three ways your brand can use contextual data to give anonymous visitors a pleasant deja vu:

1. Follow and understand behaviors

Certain website actions such as downloading product content or adding various products to a shopping cart provide great information to segment anonymous website visitors and then personalize messaging for future experiences.

2. Test and enhance

Website testing and personalization tools offer the ability to adjust the content of a webpage based on anonymous visitor behavior. Regardless of whether the user is known, the page can be personalized in real time, increasing leads and conversions.

3. Engage across all channels, even mobile

It’s entirely possible to engage anonymous website visitors on mobile. Mobile users can be segmented based on in-app data and activity such as their location, weather and app features most frequently used. That contextual data can then be used to personalize their experience across all channels.

For more details on getting the most out of anonymous data, download the handbook for in-depth explanations and solutions:

Download the free handbook “Contextual Marketing in the Increasingly Anonymous Era”