Contextualisation

Marketing dictionary

Contextualisation

Contextualisation defines the digital experience that is adapted and personalised to anticipate the needs and buying behaviour of the consumer. To deliver a contextual experience, businesses use tools to integrate consumer data such as historical buying behaviour (including pathways through a website), devices used and geo-location and demographic information. The collated information is used to offer location-based products or services at the most appropriate time when a purchase is likely to be made.

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