Marketing

With personalization comes complexity

Share this post:

Who can argue against personalization? The benefits are clear: by effectively anticipating needs and desires, you can strengthen a customer’s relationship to the brand and boost sales. But there’s another side to the story: personalization creates complexity. And with increased complexity, a loss of control.

Personalization at scale means moving from a handful of customer experiences—one for each major customer demographic—to millions of individual experiences. Consider some implications: moving from one version of outbound e-mail to millions of individualized versions, a single version of a Web page to thousands or even millions. If each customer has a unique experience, each customer will have unique questions—and customer services agents will need to be ready for them. And if each customer has a unique experience, how do you ensure a consistent brand experience across such a variable range of possible experiences?

From a management perspective, a much broader collaboration is needed. Merchandising needs to know what goods to stock. Marketing needs to know what offers to make. Customer service must track incentives back to every customer. Personalization creates complexity. And everyone, including the CMO, should be prepared to lose a bit of control.

More stories

Think Marketing Outcomes First, Techniques Second

Recent years have demonstrated that marketers can no longer rely on traditional marketing techniques. In order to be successful, they need to increasingly combine three core marketing competencies: brand management, experience design, and performance marketing. Merging these competencies can be difficult as they generally come from different skills within an organization. One of the first […]

Continue reading

Hyper-Personalization: Insights and Action to Deliver Targeted Digital Marketing

As Adobe Summit kicks off, CXOs and digital leaders are coming to see their ability to drive hyper-personalization is finally within their grasp. Brands realize they won’t thrive by personalizing only a few customer experiences. The efforts spent on occasional outreach are better spent on a process that continuously learns about customers because the brand […]

Continue reading

Prediction Machines: To Fight Misconceptions about Artificial Intelligence, Clarity is Key

Cheap, ubiquitous, and incredibly valuable—that’s how the economists behind a new book about AI see the future of prediction, thanks to the technology that helps fill in the blanks. However, misperceptions about what AI is and how it works continue to prevail, even among tech-savvy marketers. In order for AI technology to achieve its full […]

Continue reading