This document discusses personalization in digital marketing. It defines personalization as using customer data to create more relevant experiences. The document outlines different levels of personalization from basic segmentation to highly individualized experiences. It advocates sharing customer data between different tools like analytics, advertising, testing and reporting to improve personalization. The document suggests focusing personalization on customer motivations rather than just attributes. It asks which type of personalization provides the most value to customers and highest return on investment.
6. 1. What is personalization?
2. Why do we use personalization?
3. How do we tell our boss/client that we use personalization?
4. How do we actually use personalization?
5. What are ways to advance our personalization tomorrow?
LET’S TAKE A STEP BACK
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Andrew Garberson
VP, Marketing Services
Twitter: @garberson
Linkedin.com/in/garberson
We create big-picture digital solutions that help leading
companies deliver transformational brand experiences by
ensuring the smooth flow of data, insights, and interactions
across the digital brand experience.
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Andrew Garberson
VP, Marketing Services
Twitter: @garberson
Linkedin.com/in/garberson
Not Analytics Engineer
Analytics Engineer
Kevin Haag
12. “
WHAT IS PERSONALIZATION?
Using data to create more relevant and mutually-beneficial
experiences for our customers
Just so we are clear:
My definition, not Merriam Webster
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Michael
2019 Graduate
Teach for America wants the best and brightest:
• Top university
• High grade point average (GPA)
• Degree in science, technology, engineering, math
• Diverse or urban background that helps to connect
with students
3.7 GPA
Harvard University
Engineering
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51
Michael
2019 Graduate
Teach for America wants the best and brightest:
• Top university
• High grade point average (GPA)
• Degree in science, technology, engineering, math
• Diverse or urban background that helps to connect
with students
3.7 GPA
Harvard University
Engineering