Last week we hosted a Personalization Roundtable. We brought together a small group of marketers from some of today\u2019s leading brands to talk about trends and challenges around personalization and data.<\/p>\n
We wanted to facilitate an in-depth discussion about what personalization means to you as a consumer, to your business and brand, and how you put it into action. There was a lot of great dialogue, but one comment really stuck with me.<\/p>\n
Immediately, I thought: What are you talking about? We have the technology to make all of this possible today! But then, like any good marketer, I asked myself what she meant.<\/p>\n
The thing is, the technology exists. But it\u2019s not always actionable. That\u2019s the problem. Maybe your data is too fragmented. Or system integration is too challenging. Or maybe your internal processes don\u2019t have the flexibility right now to completely support it. There are plenty of barriers to entry, and I bet you\u2019ve already come up with a list of your own.<\/p>\n
Eight years ago, we sunk every penny we had into a fixer-upper \u2013 and not just a needs-a-fresh-coat-of-paint fixer-upper. We couldn\u2019t afford to replace everything at once so instead we went project by project, room by room. We started with the areas that had the most impact on our daily life (i.e. the master bedroom and bathroom) and slowly worked our way through the rest of the house. Today, we\u2019re on our final project: replacing our driveway and walkway. And looking back, our house has come together perfectly\u2013exactly how we envisioned it.<\/p>\n
While your data might be difficult and fragmented, there are small pockets of good data that exist within your organization. Find those pockets and start deploying a personalization strategy from there. As our technology and processes evolve, data will improve and become easier to work with. The same is true with system integration, and every other challenge we face.<\/p>\n
We are on the cusp of a new era of brand-consumer relationships. Today\u2019s personalization strategies are just the beginning. So continue to think big and define your vision, but start small \u2013 with the areas that have the biggest impact or the highest chance of success.<\/p>\n
Last week we hosted a Personalization Roundtable. We brought together a small group of marketers from some of today\u2019s leading brands to talk about trends and challenges…<\/p>\n","protected":false},"author":7,"featured_media":19797,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[],"blog-topic":[123],"class_list":["post-17519","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-personalization"],"acf":[],"yoast_head":"\n