Customer First Thinking Personalization at Scale: An Interview with Mark Abraham, Global Leader, Boston Consulting Group
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Apr 24, 2025 
Mark Abraham, Managing Director at Boston Consulting Group and founder of their global personalization practice, dives into the exciting world of personalization at scale. He discusses how AI is revolutionizing marketing, overcoming past limitations. Abraham tackles the mindset shift needed for successful implementation and highlights the importance of organizational changes. He also shares innovative strategies for brands to collaborate with partners and drive customer engagement, presenting case studies of companies thriving in this new landscape.
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What Personalization at Scale Means
- Personalization at scale means using every interaction to improve the customer's next experience.
- It applies to millions of customers and billions of interactions, not just simple name insertion or product recommendations.
Speed Is Key to Personalization
- Shrink the learning time by compressing campaign cycles to a week or less.
- Run thousands of experiments simultaneously like digital natives to optimize experiences fast.
Five Promises for Personalization
- Deliver on five promises: empower, know, reach, show, and delight the customer.
- Measure each promise to score your personalization maturity and improve customer experience.
