Personalization at Scale

In his keynote at ActionIQ’s inaugural DynamIQ Exchange conference in New York City, Jason Heller, partner and global lead of digital marketing operations at McKinsey, made a powerful case for personalization at scale and customer data platforms (CDPs) as the core solution to achieve it. The potential market value of personalization is huge, with $1.7-3…

See where brands are at with respect to (1) right message, (2) right person and (3) right time — the 3 pillars of personalization.

For decades, marketing futurists have held out the promise of personalization at scale—i.e. the ability to dynamically tailor every interaction that every customer has with their brand, based on their unique wants and needs. And for those who can achieve it, the potential rewards are game-changing, according to a 2017 McKinsey report: At 41% of…

For digital marketers, it’s time to take things personally—and in a major way. Personalization is one of the most critical aspects for any brand today. In order to stay relevant, you need to be relevant to each and every customer individually. It’s a tall order, but it can be done. Here are three things to…

We live in a world of rapid acceleration. Attention spans are shrinking. Consumers bounce across the digital landscape like pinballs. If you don’t move at the speed of today’s frenetic consumer, you will be left in the digital dust. There are several ways to speed up your marketing processes so you are not lagging behind…

You know the old saying, “It’s not personal, it’s business.” That certainly doesn’t apply to digital marketers today. It is your business to get personal. Without personalization, a company and brand will simply be left behind. One of the biggest hurdles is how to do personalization really well. Here are three ways to start changing…

For all those out there that love Netflix,  we recommend checking out this fascinating Wired article that offers a behind-the-scenes view of the Netflix content and personalization machine. It’s rare glimpse into how the innovative company thinks about, and exploits, customer data.  The article highlights how data has been key to the company’s success. Core…

Personalization is a weird thing. Like the legend of the Phoenix, the bird that is cyclically reborn, personalization is one of these marketing challenges that as soon as you think you have addressed it, it almost immediately comes back. You think you get ahead of the market, only to find out that you’ve fallen more…

McKinsey & Company recently published an insightful article titled “Marketing’s Holy Grail: Digital personalization at scale” (the key term here: “at scale”!). I liked it so much, that I felt it was worthy of a deep dive. In my view, it’s perfect validation of what we do for a living at ActionIQ! Personalization has been a…