The power of personalisation and how to deliver at scale - Mark Abraham, BCG
Uncensored CMO
The Pitfalls of Personalized Marketing
This chapter explores the challenges and frustrations of consumer personalization through a personal anecdote about shopping for jeans on Black Friday. It highlights the discrepancies between customer expectations and brand delivery, revealing the significant business opportunity tied to effective personalization strategies. The chapter discusses the financial implications for companies that excel in delivering meaningful personalized experiences, pointing out the substantial market potential and the evolving practices of various industries.
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