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

The reason we describe the model as a pyramid is that the more sophisticated your work with personalization becomes, the more it is customer-centric and channel agnostic, and the more it supports long-term value creation

A moment of truth is essentially a moment in time where a customer or potential customer is – or should be – making up their mind about a decision that involves your company. Should they go to the health club today even though they haven’t been there for a while? Should they purchase the bikini?

use AI algorithms (self-learning or not) to determine churn propensities, brand affinity scores, or similar. A churn propensity could be represented as a score between 0 and 1 showing the likelihood of an individual customer cancelling their subscription.

if possible, always test the personalized version (i.e. all the personalized variants as a whole) against a non-personalized version. Essentially, you’re still doing CRO – but with personalization on top.

In general, you should consider outsourcing a skill if your need is temporary – either while a specific platform implementation project is going on or until a planned hire can be completed. Also consider outsourcing if you believe the specialist skill will be hard to find or recruit, or you can’t find full-time work for that position.

If you’re short of ideas as to which moments of truth you could look for, then this is a great source of inspiration, especially if you’re more used to thinking in a campaign mindset rather than organizing your ideas around marketing automation. Take a look at the ideas above to get your imagination going and start thinking beyond abandoned basket

First, Gartner doesn’t really seem to help us in terms of getting a clear understanding of the term ‘personalization’. Second, the direction is clear: personalization is moving forward in terms of maturity.

If, however, you took a manual look at the top five behavioural clusters in your company, there would be a fair chance that you’d be able to recognize those ‘types of customer’ and relate to who they are.

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.