Marketing personalization is hard.
Consumers want more tailored and personalized experiences. Marketers seek to deliver targeted messaging at the right time in the right channel. The goal is to provide experiences that reflect where a customer is in the buying journey. And, the price of getting it wrong is steep.
When marketers don’t use personal data accurately — using too many data dimensions or using the data in a way that seems too personal — the messaging can be seen as creepy. Customers then opt out or stop doing business with the brand. As a result, marketers have many questions when it comes to personalization:
- What internal and external data should we collect and use?
- How do we create more versions of our content efficiently?
- What should our marketing technology stack look like?
- What skills and staff capabilities do we need to build and buy?