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.