From the course: Marketing Foundations: Personalization

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Laying your personalization foundation

Laying your personalization foundation

From the course: Marketing Foundations: Personalization

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Laying your personalization foundation

- Before I dig any deeper into how to do personalization, you need to first determine whether personalization is the right tactic for your company right now. Let's look at three basic questions that will help you figure out your personalization maturity and fit. The first one is, do I have an experienced optimization team that can run and experiment with a personalization program? You need a team that can manage your strategy, maintain your segments and messaging, and manage your personalization tool. Personalization programs add maintenance costs and require some specialized skills. You should make sure you have those resources in place before buying personalization tools. The second question is, do I have a process for validating my personalization ideas? Personalization is a hypothesis until it's tested. Your assumptions about your audience segments and the best messaging for those segments are assumptions until they've been validated. Great personalization strategy is about having…

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