personalization
POSTED : May 17, 2018
BY : Martin Mehalchin

Personalization has been a topic of conversation among executives, marketers and leading brands for over a decade.

In a 2014 study conducted by Adobe, when asked to prioritize one capability that will be most important to marketing in the future, personalization topped marketers’ lists. Two years later, Forbes dubbed personalization the “holy grail of marketing.” Again in 2017, personalization kept up its illustrious reputation as Gartner’s “#1 strategic investment for brands” (2017).

The guide to driving impact with personalization

We keep hearing about the importance of personalization but why don’t we see it more widespread—particularly in one of the most personal industries: Retail? Why don’t we experience it more as consumers? And why do we struggle to enable it as marketers?

In this guide, we show you how to overcome data challenges and mobilize your organization to implement a personalization strategy that drives real customer and business impact.


About the Author
Martin Mehalchin: Forrester Wave™ interviewMartin Mehalchin is EVP for Retail and Consumer at PK, the experience engineering firm. He has dedicated his career to working with executives and managers to help them define their strategies and then translate those strategies into results. Among the clients Martin has worked with are Nike, Atlantic Records, Microsoft, Qualcomm, Expedia, Victoria’s Secret, Adidas and DuPont. Martin is a Board member and Chair of the Marketing Committee for the North Cascades Institute. His thought leadership has been featured in MarTech Advisor and Retail Customer Experience.

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