Marketing Foundations: Personalization

Course details

Ever felt like a newsletter or advertisement was speaking directly to you? Using data analysis and automation, marketers have the ability to tailor messaging and product offerings to individual consumers. It's called personalization, and it can help you differentiate products and services and boost conversion rates.

Chris Goward has helped lead conversion optimization and personalization strategies for companies like IBM, Google, and HP. Join him in this course to learn the principles of marketing personalization, and strategies to put personalization to work in your campaigns. Chris reviews the different personalization platforms, and explains how to integrate them into your existing toolset. He helps you sort through data and find new opportunities, and prioritize your projects using the PIE framework.

Learning objectives
Why is personalization important?
When to use personalization
Integrating personalization platforms
Personalizing existing targets
Finding new opportunities
Using personalization data
Validating with A/B testing for growth and insights

Concepts

0. Introduction

01 - Welcome

1. Understanding Marketing Personalization

02 - Differentiating personalization
03 - Determining when to use personalization
04 - Identifying marketing personalization mistakes

2. Preparing Your Personalization Infrastructure

05 - Laying your personalization foundation
06 - Integrating personalization platforms
07 - Building an expert optimization team
08 - Using a structured optimization process

3. Identifying Personalization Opportunities

09 - Personalizing with existing targets
10 - Finding new opportunities within your data
11 - Using self-identified personalization data
12 - Using deductive personalization data
13 - Using inductive personalization data

4. Prioritizing Personalization Opportunities

14 - Prioritizing personalization hypotheses with PIE
15 - Creating your personalization PIE table
16 - Validating for growth and insights