Gartner Research

Journey Mapping Framework for Identifying Personalization Opportunities (Clorox)

Published: 28 February 2019

ID: G00705695

Analyst(s): Marketing Research Team


Marketing leaders struggle to harness the potential of new data and technology in their personalization efforts. This case study describes how marketing leaders at Clorox identified high-impact moments in the consumer journey and ran iterative tests to find the most valuable uses of personalization.

Table Of Contents


Solution Highlights



Mission-Critical Consumer Moments

Contextualized Brainstorming

Table 1: Clorox’s Personalization Hypothesis Generation Session

Minimum Viable Tests



Implementation Tools

About This Research

Recommended by the Authors


Presentation Deck

©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.