Hello $FirstName - Norwegian Case Studies: Profiting from Personalization in Norway

Some products are needed more often than others and thus create more frequent transactions and data points.

Having a large-scale customer database with permissions and transactions alongside a high value per customer (upper right quadrant of Figure 23) is, of course, the dream scenario and personalization should be a no-brainer.

Looking back at the Bowtie of Personalization, it’s clear that without any behavioural data, you’ll never unlock personalization that relies on the bottom part of the bowtie.

Figure 22. The additional effect of personalization is highly dependent on the scale of your database: the larger the database, the more you can justify investing in personalization.

Compared to the retailer with over a million customers, a pure-play ecommerce website with 5,000 known customers and permissions will have a much lower limit for how much should be invested in personalization.

that there’s always an inflection point where you should stop investing in personalization.

it takes very little effort to let customers self-segment – either at sign-up (by clicking ‘Subscribe to women’s’ or ‘Subscribe to men’s’) or by asking for a few details (such as interests or preferences).

Figure 23. The combination of Scale of your database and Value per transaction is a determining factor for deciding if personalization is profitable.

most important thing to do in order to scale permissions and data is to keep asking customers for consent no matter where you meet them.