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

Introduction

Welcome

Understanding Marketing Personalization

Differentiating personalization
Determining when to use personalization
Identifying marketing personalization mistakes

Preparing Your Personalization Infrastructure

Laying your personalization foundation
Integrating personalization platforms
Building an expert optimization team
Using a structured optimization process

Identifying Personalization Opportunities

Personalizing with existing targets
Finding new opportunities within your data
Using self-identified personalization data
Using deductive personalization data
Using inductive personalization data

Prioritizing Personalization Opportunities

Prioritizing personalization hypotheses with PIE
Creating your personalization PIE table
Validating for growth and insights