Road to Holistic Personalization: Customer-Centric Approach and Personas (Data, Technology, and Measurement)

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When done right, personalization is about treating each customer differently by gently suggesting suitable products and offers based on collected data. But if you overdo it, or solely rely on it for personalization efforts, it quickly becomes "personally annoying” to customers. At worst, its poor execution, can lead to a "creepy" customer inaction that will have long-term consequences. Many think that these pitfalls, mean the eventual end of "personalization." This need not be with the proper customer-centric strategy, robust CDP technology, and holistic approach. React to your customers' needs immediately and expeditiously but go further to achieve holistic personalization on a truly personal level, by getting to understand their needs, not just their last purchase or click.

Key Takeaways:

  • Future of 1-to-1 marketing and personalization
  • How to become more customer-centric without being creepy
  • 4 pillars of holistic personalization, and why most marketers fail
  • Where to begin the complex journey toward holistic personalization
  • Using “Personas” for intimate and yet innocuous approaches through all channels
  • Structuring Customer Data Platform (CDP) for personalization and backend analyses

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Start: Wednesday, January 19, 2022 at 1:00pm

End: Wednesday, January 19, 2022 at 2:00pm



Stephen H. Yu
President & Chief Consultant
Willow Data Strategy