The Strategy Skills Podcast: Strategy | Leadership | Critical Thinking | Problem-Solving cover image

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

The Strategy Skills Podcast: Strategy | Leadership | Critical Thinking | Problem-Solving

CHAPTER

The Evolution of Personalization Strategies

This chapter explores the origins and development of personalization practices at BCG, tracing back to the Segment of One Marketing concept introduced in 1989. It emphasizes the role of technology and data science in enhancing customer strategies, illustrated through case studies from brands like Starbucks and Spotify. The discussion further highlights the transition from mass marketing to personalized approaches, underscoring the significance of customer delight for driving growth and success.

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