Building a Pragmatic Personalization Program Recap – July 2017
Presented by: Ted Schadler, VP & Principal Analyst at Forrester
Paragon recently hosted a compelling Thought Leadership event led by Ted Schadler, VP & Principal Analyst at Forrester. Ted kicked off the session by defining the three main kinds of personalization:
Personalize based on a segment - "You seem like the kind of person that's interested in this?"
Personalized based on customer knowledge - "You just bought this item, can we help you with it?"
Personalized based on assumed or predicted intent - "It appears you are looking for this, can we help you with it?"
We also had an inside look at customer stories, such as Target and Amazon, to highlight their customer-first approach to personalization. How their techniques worked to drive a pragmatic, agile approach.
Following, we dove into the evening's main discussion as Ted introduced a new approach to personalization. One that blends customer experience, business value, agile development, big data, and a personalization architecture.
A pragmatic approach to personalization: The power, promise, and perils of personalization
Identify key personalization moments
Design personalized experiences
Engineer your platforms, processes, and people
Analyze to optimize outcomes and experiences
Most memorable comment of the evening, made by Ted, "If my website was an employee I would fire them immediately!"
Don't fire yourself just yet,
about how Paragon can help!
It's no secret personalization is hard, even within a single touchpoint such as email marketing or web engagement. It's harder still to treat customers in a personal way across all touchpoints and steps in their journey. But to improve your customer engagement and the value you can deliver, you must tackle personalization at scale.
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