Hyper personalization relies on additional dimensions about the customer. These dimensions relate to their activity, interest, opinion (AIOs), attitudes, values and behavior. This information is being gleaned from sources such as social media and surveys. A deeper and richer profile of the customer is mapped against a broader set of products to meet the needs of customers.
Two computational techniques, explained below, are being used to achieve this - Attribute Analysis and Event Sequence Analysis.
Attribute Analysis uses a map to describe a customer, using demographic, physical, psychological, functional, professional, aspirational attributes (see below). Each attribute is mapped to a product, service, or piece of communication. This data helps make recommendations that go beyond product and service adjacency. Instead, they delve into the needs of the customer to make suggestions.