3min chapter

Case Interview Preparation & Management Consulting | Strategy | Critical Thinking cover image

725: Customer Strategy in the Age of AI (with Mark Abraham, BCG’s Personalization Lead)

Case Interview Preparation & Management Consulting | Strategy | Critical Thinking

CHAPTER

Intro

This chapter explores the historical development of personalization in marketing, originating from the concept of 'segment of one' in 1989. It highlights the impact of digital technology on marketing strategies, including the creation of a personalization engine for Starbucks and the need for businesses to leverage AI and data science to stay competitive.

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