Summary & Highlights
Sue hosts Mark Abraham, co-author of the book Personalized: Customer Strategy in the Age of AI, which helps executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.
Sue and Mark discuss how to:
- Master the Five Promises of Personalization: How to demystify delivering
personalization at scale with the framework that guides brands on forging unbreakable
bonds with customers: Empower Me, Know Me, Reach Me, Show Me, and Delight Me. - Build a Personalization Engine: How to harness the power of data to understand
customers and power personalized, scalable experiences through targeted content. - Unlock the Power of AI: How personalization leaders use AI to capture rich customer
data, generate personalized content variations, and continuously optimize through rapid
experimentation at scale. - Craft Customer Journeys: How the explosion of available data augments customer
pathway mapping and targeting to deliver tailored experiences across the Promises. - Measure the Impact of Personalization: How to track and measure the success of your
personalization efforts from the eyes of top management.
Guest Profile
Mark Abraham is a Managing Director and Senior Partner at Boston Consulting Group (BCG) and the founder of the company’s Personalization business, which he has built into a global team of more than 1,000 agile marketers, data scientists, engineers, and martech experts.
Since joining BCG in 2004, Mark has helped clients use data and technology to deliver one-to-one breakthrough customer experiences across channels. He has acquired deep knowledge and expertise by advising iconic clients in food and beverage, retail, consumer packaged goods, and apparel, as well as a broad range of other categories. Mark has also led many end-to-end transformation programs for large, global consumer packaged goods and retail clients.
He has built some of the firm’s largest ventures and AI platforms, including Fabriq Personalization AI by BCG X, a personalization platform that accelerates personalization.
Mark coauthored the book Personalized: Customer Strategy in the Age of AI, which helps executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.
Resources
- Book: Personalized: Customer Strategy in the Age of AI
- Website: personalizedthebook.com
- Connect on LinkedIn
Last Episode
- EP 89
- 9/19/24
- Design Thinking / Creativity / Innovation (AI)