Personalization at Scale

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Customer Identity Terminology From A to Z

You have to appreciate the irony: Asking someone to define the concepts around “customer identity” — the entire point of which is helping brands understand who someone is and what…

Third-party cookie deprecation is forcing brands across industries to change how they assemble, analyze and activate customer data. And as companies scramble to augment their approach to prospecting and conversion…

The pressure is on for business-to-business (B2B) marketers. Digital transformation means brands must deliver superior customer experiences across a wide range of touchpoints to stay competitive, and rising consumer expectations…

Today’s innovations have a way of becoming tomorrow’s expectations — and personalized customer experiences are no different. There was a time in the not-so-distant past when mobile communication devices felt…

Rising consumer expectations and a competitive business landscape mean it’s never been more important to know who your customers are. And with the disappearance of anonymous third-party data for audience…

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As consumers flocked online during the COVID-19 pandemic, brands stopped competing on cost and convenience. Instead, they learned firsthand how important customer experience — particularly personalized customer experience — is…

Unifying and Activating First, Second and Third-Party Data

Over the last decade, marketers have relied heavily on third-party data to acquire, retain and grow customer relationships. Whether it involved using a data management platform (DMP) to find audiences…

In the realm of marketing, there’s a classic concept called the four Ps: product, price, place and promotion. Also known as the “marketing mix,” these key factors make up the…

Four Takeaways From McKinsey’s Jason Heller on Achieving 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…

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…

digital personalization

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…