5 Tips for Leveraging Personalization in Your Marketing Efforts, Part 1

One of the problems is that many organizations view their data as “imperfect.” While likely true to some degree, most organizations have more than enough usable customer information to launch an effective personalized marketing program or take an existing program to a higher level.

Consider trying the following before launching a personalized marketing campaign:

• Get your data out of silos and into a clean, centralized database that gives a common, actionable view of customers.
• Create a customer profitability optimization model that includes communities of interest, product propensity, customer life cycle and value scoring. This provides a standardized process and framework for optimizing the intelligence from the data at an individual level.
• Integrate the model’s components to create personalized communications that perform at optimum levels. Understand that it's an ongoing process of refinement, and strive to add sophistication at the greatest speed your organization can absorb.

If the data task seems too daunting, get outside help. Your future success depends upon effectively leveraging personalization.