Templating technology for personalization: how does it work?

Templating technology for personalization: how does it work?

The need for personalization at scale

Personalization has become a major consumer expectation. They want messages, offers, and experiences that speak directly to them. To meet this expectation without manually creating each individualized message, businesses are turning to automation technologies. Templating technology for personalization is one of the key approaches to achieve this, enabling the automatic generation of content tailored to specific audience segments or even individuals.

How does templating for personalization work?

This technology relies on the combination of three main elements:

1. Intelligent Templates: Pre-designed, reusable content models (email, banner, web page, video…) with clearly identified variable zones. These templates define the fixed structure and brand elements (brand guidelines), leaving placeholders for personalized content (intelligent template system).
2. Data Sources: Databases containing the information that will be used to personalize the content. This could be:
   • Product Data (from a PIM): Name, image, price, description, specific attributes…
   • Customer Data (from a CRM or CDP): Name, location, purchase history, preferences, segment membership…
   • Contextual Data: Time, weather, current event…
   • Assets (from a DAM): Images or video clips specific to a segment.
3. Automation / Personalization Engine: A software system that:
   • Retrieves relevant information from the data source for a given user or segment.
   • Injects this information into the variable zones of the intelligent template.
   • Generates the final, personalized version of the content (automatic generation).

This process can be done in batch (generating thousands of personalized emails upfront) or in real-time (assembling a DCO banner at the moment of impression via a Creative Automation platform or a CMP).

Advantages of this approach

• Scalable Personalization: Allows creating individualized experiences at scale without proportional manual effort.
• Brand Consistency: Templates ensure all variations adhere to the visual identity.
• Increased Relevance: Tailored messages and visuals generate more engagement and conversion.
• Production Efficiency: Automates the creation of numerous variations (creative production automation).

Brandeploy: advanced templating technology for personalization

Templating technology is at the heart of the Brandeploy platform. We enable businesses to implement sophisticated and “on-brand” content personalization:

• Multi-Format Templating Engine: Create intelligent templates for videos, HTML5 banners, images, emails…
• Flexible Data Connections: Easily integrate your PIM, DAM, CRM data (via API or import) to fuel personalization.
• Generation at Scale: Produce the thousands of variations needed for your personalized or DCO campaigns.
• Control and Validation: Manage template and rule validation through our workflows.
• Editors for Adjustment: Fine-tune generated variations if needed.

With Brandeploy, you have the necessary templating technology to make your personalization strategy (AI personalization engine) truly operational and scalable.

Personalize your content efficiently with Brandeploy templating technology

Ready to move to personalization at scale? Discover how Brandeploy’s templating technology, connected to your data, can automate the creation of relevant content for each customer. Request a demo.

Request a Brandeploy Demo