Why Personalization Isn’t Always Personal

Brands see personalization as the key to building customer loyalty and growing their business, but depending on who you ask, you may get different perspectives on what "personalization" is, and how to do it successfully. Download our white paper to find out what level of personalization your team is implementing and how your company compares to other top brands.

The Customer Experience

Personalization Is a Challenge

Customers are seeking a more personalized experience, one that requires marketing to develop a unique relationship with each buyer. Yet, there’s still confusion around what “personalization” really means, and how to implement it effectively.

Which Stage Are You In?

The Stages of Personalization

Macrosegmentation

Segmentation used to divide customers into groups based on a common set of characteristics such as age, gender or location. Customers receive broadly relevant offers.

Microsegmentation

Segmentation used to further divide customers into sub-groups based on additional attributes like lifestyle, interests and purchase behaviors. Customers receive broadly relevant offers.

Segment of One

Artificial intelligence (AI) and machine learning (ML) technology is used to access and process large amounts of disparate data to create individualized segments. Customers receive 1:1 personalized offers.

Offer relevance is the perfect way to break through the noise and get customers’ attention.

While segmentation is about identifying and marketing to cohorts or specific groups that share some characteristics, it does not go far enough to address consumers' strong desire for a personalized customer experience.

A solution that leverages AI and ML can eliminate the inefficiencies, speed time to offer, improve scalability and increase marketers’ agility to achieve true 1:1 personalization.