Delivering tailored experiences to achieve personalization at scale
In today's digital age, customers expect personalized experiences from brands. Personalization at scale enhances customer engagement, satisfaction, and loyalty through relevant, tailored interactions. This leads to stronger relationships, higher conversion rates, and business growth. Achieving this level of personalization requires data, technology, and automated orchestration for cost-effective, efficient, and rapid delivery — along with real-time optimization for maximum ROI.
5 key pillars to achieve personalization at scale
- Precision targeting of audiences. By using 360-degree customer data from first, second, and third-party sources, you can analyze customer interactions across touchpoints, purchase history, and preferences — among other attributes. This allows for the development of comprehensive customer intelligence and insights into their preferences, behaviors, and needs.
- Compelling personalized content. It is crucial to use deep customer insights to identify the optimal experience and create engaging content that drives the desired customer action. This requires a company to rethink their entire content supply chain — including ideation, creation, review, approval, and activation of content and experiences.
- Intelligent contextual experience orchestration. After developing compelling personalized content, it's crucial to deliver it seamlessly across multiple channels, customized to each customer's journey and actions, in real time. This requires automated processes and capabilities such as decision engines, customer data platforms (CDPs), and dynamic website content to ensure consistent, contextual, and personalized experiences across channels — including websites, mobile apps, social media, and email.
- Continuous measurement and optimization. As companies begin to deliver more personalized experiences, it becomes crucial to enhance and expand their measurement and optimization capabilities to maximize ROI. This necessitates continuous testing, experimentation, and rapid optimization across multiple dimensions, such as content and channel mix. Achieving this level of optimization is not possible without greater automation and intelligence.
- Agile operating model. To achieve all the above, organizations need strategic alignment, orchestration, and cross-functional execution are necessary across several teams — including brand, analytics, IT, legal, regulatory, and more. This requires a seamless and user-friendly marketing workbench to support these efforts.
Several challenges to overcome to achieve personalization at scale
- Trust and recency challenges with data. Scaling personalization is hindered by data management and timely access to actionable insights at the individual, microsegment, or campaign level. Access to precise and complete customer data is essential for effective personalization. However, businesses face difficulties with isolated data and disjointed systems, complicating the ability to personalize on a large scale. Privacy and security concerns are significant, and finding a balance between personalization and safeguarding user privacy presents challenges that may restrict personalization initiatives.
- Efficiently delivering high content volume and variations. Advancing personalization presents a significant challenge in attaining the necessary volume, variety, and pace at which personalized content can be evaluated, approved, and prepared for the market. Achieving personalization demands a substantial transformation in not only producing and storing content on a large scale but also streamlining the review and approval process for the extensive quantity of modular, bite-sized content, ensuring each piece adheres to precisely tailored personalization rules.
- Orchestration challenges across diverse channel centric automation tools. Reliable automated orchestration systems are crucial for displaying the correct content to the intended target at the right moment, in alignment with established personalization rules. However, businesses often struggle to achieve cohesive orchestration across various channel-focused automation solutions, leading to skyrocketing operational costs. To address this challenge, organizations need foundational investment in integrated orchestration solutions.
- Lack of an agile operating model. Achieving personalization at scale requires clear strategy, alignment, and seamless execution across teams and departments within an organization. However, traditional organizational structures often create silos with disconnected goals and competing priorities, posing challenges for large organizations. To overcome this, companies must transform their operating model to be agile, synergistic, and cross-functional, with shared values and a unified vision for personalization.
How Publicis Sapient’s AskBodhi and Adobe can enable personalized content at scale
The advent of generative AI is unleashing several superpowers that will transform the capabilities needed to enable personalization at scale.
Publicis Sapient has identified several high value generative AI use cases across the five key pillars of personalization. These generative AI use cases — when complimented by appropriate initiatives focused on martech, data platform and operating model modernization — can help clients realize the promise of personalization at scale.
Publicis Sapient’s AskBodhi, our groundbreaking proprietary solution to power generative AI uses cases, in conjunction with Adobe, can enable personalized content at scale. AskBodhi empowers businesses with a consistent and efficient way to connect and manage LLM (Language, Logic, and Media) interactions, allowing for the deployment of generative AI use cases for content production in a matter of weeks. By leveraging AI and machine learning across the content supply chain, AskBodhi compliments investments in Adobe tools to boost content production velocity and orchestrating personalized experiences at scale. The context and performance data of generated content and campaigns from Adobe can be fed back to AskBodhi, enabling progressive fine-tuning of generated content throughout its lifecycle.
AskBodhi is our vision of a supercharged AI and machine learning system using state-of-the-art computer algorithms to accelerate use cases such as visual inspection, asset digitization, digital on-boarding, object detection, segmentation, image classification and extraction, and workflow automations to achieve personalization at scale.
To learn more about our Adobe solutions, visit Publicis Sapient’s booth #1249 at Adobe Summit 2024.
As an Adobe Platinum Solution Partner for over 12 years, Publicis Sapient will be showcasing how we are reimagining better customer experiences for our clients. Learn more about our partnership with Adobe.