Amy Mcilwain puts forth the topic of owning the strategy of personalization. While multiple teams need to collaborate to get consistent buy-in, different components of personalization (strategy, technology, data) need dedicated owners.
Operating Models and Ownership of Personalization
To deliver a superior customer experience, organizations need to lay out a prioritization framework with organization-wide buy-in. The panel discusses the different components of personalization and their dedicated owners. The panel hammers down the idea of starting with available data, then iterating on processes to improve personalization.
Marketing Technology as a Service
Joaquim discusses what other organizations may refer to as a Center of Excellence (COE). At City National Bank, they call it MarTech as a service, providing MarTech services throughout the entire company. This is just one method of implementing MarTech throughout a business. Joaquim notes that IT traditionally supports the MarTech team, but when it comes to personalization, he has found it successful for the MarTech team to own its own development team.
Who Owns the Strategy of Personalization?
Amy Mcilwain puts forth the topic of owning the strategy of personalization. While multiple teams need to collaborate to get consistent buy-in, different components of personalization (strategy, technology, data) need dedicated owners.
Enabling Customer-Centricity
It is essential for businesses to lay out a prioritization framework to ensure there is a common ground on how to treat interactions with customers. Giles Richardson discusses the importance of cross-team agreements regarding this personalization framework.
Iteration is Key
Start with the data you have, learn from it, and then improve your processes—this is a common theme that each of our panel members return to. Create the personalization platform and continue to iterate with upgraded capabilities over time.
Evolution of the Marketer
Bridget Esposito finds that creatives and marketers who truly understand the business, MarTech, and the capabilities of data from all aspects are more likely to give the customer what they want. If creatives truly understand the dynamic of what data can do, they become better equipped to make the best customer experience.
