Path to Personalization

Delivering tailored experiences at the right time is the key difference between simple personalization and enterprise personalization at scale—and consumers can tell the difference. Forward-thinking enterprises don’t see personalization as a series of disconnected moments for the end-user, but as a continuous lifetime journey. By combining context marketing with an omnichannel presence, brands can construct a customer journey map consisting of multiple stages. Typically, industry best practice dictates that you segment the customer journey into the following four key stages: need, research, decision and customer.

This whitepaper will help you understand the different steps on the path to personalization:

• Establish your team and objectives
• Outline audience segments
• Map the customer journey
• Empower marketers to quickly create, distribute and iterate content
• Centralize and leverage third-party data sources
• Go beyond your website
• Make personalization a core business priority