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The exciting promise of personalization may not be here yet (at least not at scale), but it’s not far off.
That’s not easy to do digitally or at scale.
Here’s where successful brands need to focus now: Invest in customer data and analytics foundations: Personalization is impossible if marketers don’t have the means to understand the needs of high-value customers on an ongoing basis.
Individualizing outreach across channels also requires companies to develop and interact with new sorts of data, from voice to visual.
Some 52 percent of the mostdigitized companies build AI capabilities in-house, compared with just 38 percent of other companies, according to a recent McKinsey survey.³ The buildup of relevant tech talent will need to be matched by improved training so that people throughout the organization understand not just how to use new personalization tools but also how they can help them make better decisions.
The first step is to determine which use cases to focus on (converting new customers, increasing spend of loyal customers, etc.)
