Regarding Marketing Technology, Joaquim Vilella Gallart proposes that you need to think with two mindsets at once: you need to understand the business but also understand the technology. When it comes to starting the personalization journey, MarTechs must be at the helm until teams fully understand what personalization means and can do. Over time, additional teams will pick up these skill sets as well, but MarTechs must lead the way. Joaquim also suggests learning what each and every part of a tool can do.
Personalization and Your Teams
Personalization requires a clear roadmap prior to implementation. The panel outlines how to start small with expert coaches that can spread processes throughout your organization for success and executive buy-in. Democratizing data access is key to effective personalization strategies.
Where to Start with Personalization
Amy Mcilwain outlines the biggest challenge companies face is trying to figure out where to start and what to prioritize. It is essential to lay out a consistent framework that every team, from data to technology to business, has access to and understands. As mentioned in previous clips, it’s important to start with what data you have access to, as opposed to waiting for the perfect conditions.
Evolution of Personalization
As mentioned throughout the conversation, it is essential to start small with the data you have. Giles Richardson suggests beginning with expert coaches to inform agile teams of use cases before going organization-wide. Centralize with an expert who is there to guide and teach, then spread the processes throughout the organization.
Adjusting Content Based on Performance
Adobe Target can help with offline events as well as online. Bridget Esposito provides an example of an event happening in Times Square and how Adobe Target was able to outline the benefits of the event, the lead gen that occurred, and what quality leads were obtained from the event. From a creative standpoint, it also provided data that allowed her team to see what worked and what didn’t so they could better plan for the next event occurrence.
Democratizing Data Access
The democratization of data is essential to avoid bottlenecks. Giles Richardson explains that employing handfuls of specialists who know how to use the data can result in lower output compared to widening the net to allow more people to be meaningfully involved in understanding and using data. The more people who understand and are involved, the easier it is to get executive buy-in to personalization across your business.
Swim in the Same Pool
Bridget Esposito explains that teams of all natures must come together in order for personalization to be successful. Across all functions, teams need to understand each other in the wider scope of the business for a well-rounded view of how to be successful in execution.
How to Get Executive Buy-In
Joaquim Vilella Gallart explains one method of getting executive buy-in is to demonstrate what the experience would be if personalization went live. Teams can ease executives’ uncertainty by walking them through an example execution. Then, by running test scenarios, executives can see the ultimate value to be gained from personalization.
Building the Right Skill Sets
Regarding Marketing Technology, Joaquim Vilella Gallart proposes that you need to think with two mindsets at once: you need to understand the business but also understand the technology. When it comes to starting the personalization journey, MarTechs must be at the helm until teams fully understand what personalization means and can do. Over time, additional teams will pick up these skill sets as well, but MarTechs must lead the way. Joaquim also suggests learning what each and every part of a tool can do.
Celebrate the Small Wins
Running small experiments can lead to big payoffs. Joaquim provides an example from an online banking customer and how moving certain messages from the hero banner of the homepage to the log-out screen saw greater engagement. It’s important to experiment because they could provide insights into larger successes.
