We use cookies. You have options. Cookies help us keep the site running smoothly and inform some of our advertising, but if you’d like to make adjustments, you can visit our Cookie Notice page for more information.
We’d like to use cookies on your device. Cookies help us keep the site running smoothly and inform some of our advertising, but how we use them is entirely up to you. Accept our recommended settings or customise them to your wishes.

Mayur Dharwadkar

Sr. Manager, Audience Management & DMP
Mayur Dharwadkar

Mayur is a Senior Manager in Merkle’s Audience Management & DMP Practice, where he leads clients in the development and hands-on implementation of analytically driven customer-centric digital marketing strategies across both the Adtech & Martech space. He has 10+ years of deep expertise in CRM and Digital Analytics, Digital Marketing Strategy and Technology across the Banking, Insurance, Retail, CPG, Hi-Tech, Pharma and B2B verticals.


Mayur holds a Master’s degree in Engineering from Arizona State University.

Mayur's Articles, Blog Posts, Webinars and More

Personalization – Are You Doing it Right?

Personalization is an accepted and expected mainstay in digital marketing. Everybody understands the conceptual idea that personalization is about providing your consumers with the right message at the right time and location. However, having worked with many companies on outlining their personalization strategies, I can easily say that, while each company claims to provide its customers with a personalized experience, in digging a little deeper, they admit that they have a long way to go before they can make that claim with any real proof. It’s important to move the discussion away from the heady conceptual stage and toward developing a roadmap for actual boots-on-the-ground tactics.

Broadly, I have identified three categories that fall under the personalization tactical umbrella: automated decisioning, campaigns, and A/B testing. Only after you’ve implemented all three categories will you have bragging rights to claim that you truly personalize your customer’s experiences. These categories are media and channel agnostic, and their deployment depends purely on the technology, data, and analytical capabilities available in each of them.

The 4 Pillars of a Successful Personalization Program Launch

In this post, we discuss four areas that should come together in the short term to ensure that your personalized marketing program gets off to a strong start and takes deeper root within the company’s culture.