I’ve spent a lot of time with marketers, product managers, and site merchandisers over past few years, unlocking personalization strategies via new tech. The top issue I hear after demonstrating new personalization capabilities is: “I don’t know where to start.” I get it too; personalization is a vast topic with many paths to go down.
To that end, I have created the 2024 Periodic Table of Personalization Strategies with the goal of helping people who are getting started with personalization, pick a few strategies that work for them. I’ve laid out a highly qualitative scoring for each strategy, based on how difficult the strategy is to implement, how much risk it poses to customers and your business if you get it wrong, and the value it generates to the business. I have also delineated between one-to-one versus one-to-many strategies. e.g. One-to-one: a unique customer receives a unique personalization strategy. One-to-many: many customers receive a single personalization strategy. As a general rule, one-to-many strategies are often easier to implement but often yield less return than a one-to-one personalization strategy capable of targeting the same number of customers.
While I’m not providing a thorough explanation of each strategy or how to technically implement them (that may come later!), you can search for how these strategies are used by others to get a start!
Note: these are my experiences and my scoring rubric, you might find your business or digital experience yields different results. If you feel like any strategies are missing, please reach out. I’d love to include them next year!
Feel free to download the free image below and please credit if posted elsewhere. Enjoy!
