Volume 1 | July 2018
Perspectives on personalization @ scale
Personalization is teetering on the edge of the buzzword precipice. But companies that can figure out what it really means and how to take advantage of it are already outstripping their competition.
Articles in this collection
Article
Personalization at scale: First steps in a profitable journey to growth
-
Personalized communication with every customer is the future of marketing. McKinsey partners Julien Boudet and Kai Vollhardt say it’s easier than many marketers think, if you begin with the data you have.
Article
The heartbeat of modern marketing: Data activation and personalization
-
Technology has finally advanced to the point where marketers can use real-time data in a way that is both meaningful to customers and profitable for companies.
Article
What shoppers really want from personalized marketing
-
What customers want and what businesses think they want are often two different things. Here’s what customers are looking for.
Article
Agile marketing: A step-by-step guide
-
Everyone wants to be “agile” these days. Here’s how successful companies develop the people, process, and marketing technology to make agile marketing happen at scale.
Article
No customer left behind: How to drive growth by putting personalization at the center of your marketing
-
Successful personalization at scale requires four elements working in tandem. Here’s how marketing leaders build the operating model to make that happen.