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Uncensored CMO
The power of personalisation and how to deliver at scale - Mark Abraham, BCG
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.
57:33
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Quick takeaways
- Mark Abraham highlights that personalization at scale requires integrating traditional data-driven methods with advancements in AI technology for effective customer experiences.
- Despite the demand for personalized marketing, many brands struggle with execution, resulting in customer dissatisfaction due to misapplied data and outdated profiles.
Deep dives
The Evolution of Personalization and AI Integration
Personalization in marketing has evolved significantly over the past few decades, notably with advancements in data and AI technology. Mark Abraham emphasizes the importance of combining traditional data-driven approaches with generative AI to truly achieve personalization at scale. The pivotal shift occurred approximately ten years ago, coinciding with the establishment of dedicated personalization teams and the emergence of AI capabilities, which subsequently enabled brands to tailor customer experiences effectively. This integration is projected to revolutionize how companies interact with customers, ultimately making relevant and personalized communications feasible.
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