From the course: Marketing Foundations: Personalization

Unlock the full course today

Join today to access over 22,400 courses taught by industry experts or purchase this course individually.

Identifying marketing personalization mistakes

Identifying marketing personalization mistakes

From the course: Marketing Foundations: Personalization

Start my 1-month free trial

Identifying marketing personalization mistakes

- A lot of people are launching personalization programs, but they're running into barriers and they're having problems with it. They might not find they're getting the return they expected so why do marketing personalization programs fail? I see this all the time. Ad hoc implementation of off-the-shelf features. Marketers have a tendency to become enamored with the promise of technology and often buy tools without first having a strategy. Well, that's like the tail wagging the dog. You should first be asking yourself, "What do I need to fix in my customer's experiences?" And then find the tool or technique to accomplish that. The next failure factor is lack of an A/B testing process. A lot of companies don't realize that just because you're starting personalization doesn't mean you're avoiding A/B testing. A/B testing should be the layer over top of all of your marketing hypotheses and that includes personalization. Poor customer insights are also a common problem. Personalization is…

Contents