Let's Talk Personalization: Foundations of Personalization

Presented by

Guest: Anne Casson > Host: Kevin P. Nichols

About this talk

Personalization requires a solid foundation. But what is that? Come and learn from a veteran with more than 2 decades of experience in building personalization experiences for global brands. Join Kevin Nichols, the Personalization Wrangler, and his special guest, Anne Casson. who has 25+ years of consulting and digital communications agency experience designing and structuring content and content processes to function effectively as part of a holistic experience for consumers and businesses. Together, we will go through these four questions, which will tell you whether you have the right ingredients in place to support the personalization of your brand: 1) Who is your priority customer/audience? Understand customer-provided profile data, behavioral data, social listening data, search data 2) Do you have the right content to support your customer and their goals? Evaluate content assets through lenses of various milestones in the customer journey. Then look through brand experience and business goal lenses as well 3) Are content assets structured and tagged in a way that allows you to reuse and surface them based on defined business logic? 4) Do you have a defined personalization strategy providing a crawl/walk/run approach with plans for measurement? Anne has used this approach to help global brands evaluate their own readiness to stand up personalization for success.

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