October 22, 2020 — Our virtual session featured a discussion with martech leaders, Faylene Bell of NVIDIA, Marissa Eddings of 7-Eleven, and Maxine Eiland of SailPoint, on how to assign web visitors to audience segments, templatize email personalization modules, and use data to drive the experience.
The title of this session, “Personalization: For Web and Beyond,” sums up the framework of the discussion. Here’s how we look at personalization across all touch points in a customer journey:
The following elements will continue to build throughout the process of implementing and optimizing your personalization strategy:
Each expert demonstrated the ways they’ve led personalization efforts at their organizations. Here’s how they summed up their advice on accomplishing effective B2B and B2C personalization:
Eiland: If you’re brand new to the personalization world and you’re just getting started, get scrappy. Test and try. Start with simple A/B testing to see if engagement has increased from it, and then iterate from there.
Eddings: Involve all key stakeholders and teams as early as possible to understand what dependencies exist in the gap and to get a full view of the entire landscape.
Bell: Make sure data governance is part of the process — be mindful of the data flowing in and out of your systems in order to ensure the optimal foundation for web personalization.
For more insights and takeaways from the session, watch the full recording here: