Marketing Foundations: Personalization

Learn the principles of marketing personalization, and strategies to put personalization to work in your campaigns.

Introduction

• Welcome

1. Understanding Marketing Personalization

• Differentiating personalization
• Determining when to use personalization
• Identifying marketing personalization mistakes

2. Preparing Your Personalization Infrastructure

• Laying your personalization foundation
• Integrating personalization platforms
• Building an expert optimization team
• Using a structured optimization process

3. Identifying Personalization Opportunities

• Personalizing with existing targets
• Finding new opportunities within your data
• Using self-identified personalization data
• Using deductive personalization data
• Using inductive personalization data

4. Prioritizing Personalization Opportunities

• Prioritizing personalization hypotheses with PIE
• Creating your personalization PIE table
• Validating for growth and insights