Uncensored CMO The power of personalisation and how to deliver at scale - Mark Abraham, BCG
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Jan 15, 2025 
Mark Abraham, who leads the Marketing, Sales & Pricing practice at Boston Consulting Group and co-authored the book on personalization, dives deep into the power of personalization in the age of AI. He discusses why 2025 is pivotal for personalized marketing and the $2 trillion opportunity it presents. Abraham shares insights on companies excelling at personalization, the challenges they face, and how AI is revolutionizing customer engagement. He emphasizes the importance of leveraging data responsibly to create tailored customer experiences and boost business outcomes.
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Personalization at Scale
- Personalization has been a marketing buzzword for years, but true personalization at scale is now possible.
- This is due to advancements in AI, increased digital interactions, and companies figuring out how to create nimble teams.
Personalization Gone Wrong
- John Evans describes a frustrating experience with a clothing brand's poorly executed personalization.
- The brand sent irrelevant stock alerts, duplicate emails, and ineffective discounts, highlighting common personalization pitfalls.
Customer Expectations
- While two-thirds of customers report inaccurate or invasive personalization experiences, 80% desire personalized experiences.
- Customers acknowledge brands having their data and expect it to be used effectively to meet their needs.
