At Marigold Engage+, we have been talking a great deal about personalization lately. With the introduction of Marigold Personalization, we have upped the ante to the next generation of personalization. We’re relying on deep data insights, first- and zero-party data, and using machine learning to derive not only the right content, not only the right offer, not only the right channel, but the right sequence of events that leads to an automated path to conversion. Beyond merging in first names or account numbers, true personalization is all about the data: batch, streaming, structured, or unstructured, you need it in one place to aggregate, analyze, and activate.
During Signals 20, CEO Sameer Kazi welcomed three experts to the virtual stage to talk at length about personalization. We heard from Jason Heller, President of Persado, Mark Smith, President at Kitewheel, and Dan Gertsacov, Chief Commercial Officer from Focus Brands. These leaders have deep experience in the marketing field and understand a great deal about the mechanics that go into building a seamless personal experience.
Personalization is a broad term for many things. It could be journey orchestration, decisioning, or real-time interaction. As Dan mentions, if your brand is not set up to execute personalization at scale, you can still segment audiences. Segmentation can lead to personalization and pave the way for more intensive efforts.
The adoption and implementation of personalization can be challenging for brands. As Jason mentioned, there’s no such thing as technology problems, there are only people problems! And all of this requires decision making and transformation, and people in different silos have to collaborate. It’s simple — but it’s also hard to in larger organizations.
At the end of the day, personalization is about making a connection between your brand and your customer (or prospective customer!). By using data to foster the relationship, you can create interest and a spark, paving the way for a positive experience. View the session in its entirety and be sure to check out the Signals Hub for other relevant sessions.
Check out the whole Blueprint for Personalization at Scale Session below!
