We’ve all seen it, Personalization done right and Personalization done wrong. I have a dog, and shop for her regularly on Amazon, but for some reason, I keep getting “You Might Like” recommendations for diapers. It’s been many years since my kids have needed diapers, and yes, my dog is potty trained! I made a purchase for ski equipment on Amazon recently, do I really need the same set of high-performance skis and equipment over and over again, or do I really need accessories to support the purchase?
The culture of “you might like” needs to evolve to “personalized offers just for you,” because a curation algorithm is not personalization. This is not an easy feat for marketers to achieve as they evolve from tools that came into the market over 20 years ago, focused on anonymous and cookie-based web targeting, to a more seamless approach to recommending the next best offer on all channels and touchpoints, based on zero- and first-party data.
The next generation of Personalization
The next generation of personalization is about providing a value exchange for consumers in the “moment” when you have them on your mobile app, on your site, or in your store. What can you deliver that will generate trust and affinity with the brand?
That’s what our final track at Signals is all about: Personalization at Scale. I’m thrilled to share a sneak preview of what will turn out to be an action-packed week of Personalization thought leadership, product innovation, and customer success. Take a look at what’s in store starting November 10th.
Personalization Week at Signals 20
First, Bill Ingram, our Chief Product Officer, will provide a detailed look into our product strategy, investment themes, and future big bets like Personalization and beyond. Bill will join us from Green River, Utah where you will take in a keynote with breathtaking sights. Register now!
Then, right after Bill’s keynote, Sameer Kazi, our CEO will join thought leaders from Focus Brands, Persado, and Kitewheel to moderate a panel called “A Blueprint for Personalization at Scale” which will hit upon the challenges of traditional personalization and what tools, technologies, and strategies are needed for success. Sign up now!
Next, we will feature a Practitioner session with yours truly, joined by experts from the Cheetah product org that will introduce our unique approach to Personalization, showcase the solution, and include use cases, tips, and tricks for marketers who want to succeed in this area. Register now!
Customer success and examples will be abundant during Personalization Week. We will also share the screen with Katie Rhine, Corporate Marketing Manager at SeaWorld Parks & Entertainment, to discuss how they created great success with email personalization strategies. Check it out here! We will also have a fireside chat on retail with Katherine Mamontoff, the GM Online & Omni-Channel, ANZ, Estee Lauder Companies, don’t miss it!
The final day of Personalization Week will include a closing keynote discussion between Cynt Marshall, CEO of the Dallas Mavericks, and Sameer Kazi, CEO of Marigold Engage+ that covers how to build a better culture around diversity and inclusion and how marketers can support this mission. Sameer will also provide some final comments on the entire Signals series and talk more about Cheetah’s overall progress and strategy. Sign up here!
We’ll also have a series of recorded Personalization sessions in the Signals On-Demand Hub, including topics like deep dives on the Personalization solution and other aspects of the Customer Engagement Suite. We will have a sit-down interview with Cheetah technology partner Kitewheel, a session on a new customer engagement maturity tool, and much more.
We are closing out the Signals Series with a “Bang” so you don’t want to miss the action.