Developing Personalization Strategies That Can Scale

Marketers are nowhere near done harnessing the power of personalization.

What’s more, the most common impediments to effective personalization — gaps in data, disjointed tech stacks and organizational silos — are only amplified in a world turned upside down by AI, where best practices can become obsolete in the blink of an eye.

But here’s the good news: There are concrete steps that every company can take right now to build and maintain a resilient framework for true personalization at scale.

This is not a one-size-fits-all strategy. These research-backed and marketer-tested approaches are a versatile playbook that consumer goods companies such as E.l.f. Beauty, L’Oréal, Newell and Unilever have taken, adapted to their own customers and unique circumstances.