Where is Google Attribution?

Google’s free attribution tool made a big splash in 2017. Where does it stand now?

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In May 2017, Google announced the launch of a free version of Google Attribution. In October of that year, it said the tool had rolled out to “hundreds more” advertisers. But now, more than a year and a half later, it has stayed under the radar and has yet to fully roll out.

It’s not uncommon for Google — and other tech firms — to announce something and then never release it or release it much later than anyone expected. So where does Google Attribution stand? It’s still alive, and it’s still in beta.

The company says it is continuing to collect customer feedback and does not have any updates to share at this time. Agency marketers that have had clients testing it say they have been giving Google their input. In the course of those communications, one marketer heard about a tentative timeline of late 2019 for release, but said that was not definite.

What we’re waiting for

The big selling point of Google’s free attribution tool is to help marketers make more informed bidding decisions in Google Ads campaigns by letting them capture an ad’s contribution at any point along the conversion path, and not just when it’s the last click, as highlighted in a case study of Nordic Choice Hotels from September.

It pulls in data from Google Analytics, Google Ads and Google Search Ads 360 (formerly DoubleClick Search) and applies the advertiser’s chosen attribution model, including Google’s machine learning-powered model called data-driven attribution, across channels and devices. That data can then get fed back into automated bidding strategies in Google Ads or Google Search Ads 360.

Presumably, non-brand search and display campaigns that tend to be higher funnel will be likely to get more credit when looking at the full journey, and with Google’s automated Smart Bidding strategies, bids will be adjusted accordingly.

Early concerns

Some advertisers who are testing it out said they are worried that Google may favor its own channels. Several marketers in the beta spoke to us about their thoughts on the tool on the condition of anonymity. Because there’s no way to see exactly how much credit Google is assigning various touch points, marketers are left in the dark about the weighting formulas. Google can say it treats all touch points equally, but it’s hard to tell marketers to toss aside skepticism when they can’t see the data for themselves.

Other feedback from those testing the free tool is that actionable insights aren’t easily surfaced and still require digging to find.

Another agency executive said it’s definitely a work in progress with mixed results, but that Google Attribution is still promising. That team has been providing Google with feedback on issues, and currently recommend clients use it directionally.

At the enterprise level, Google deprecated the paid Attribution 360 digital attribution beta in October. There are attribution features in beta, including Model Explorer and ROI Analysis, available in Google Analytics 360. Attribution 360 is separate from Google’s TV Attribution product, which aims to show the cross-channel (i.e. digital and search) impact of television campaigns. Google is still focusing on cross-media metrics and working on evolving TV Attribution into a holistic video measurement solution that measures both TV and online video.

Google, of course, is not the only ad seller working on attribution tools to get marketers away from last click models. Amazon has an attribution tool of its own in beta. Facebook made its attribution tool available to all advertisers in October, after beta testing started in March 2017. Marketers have reported mixed reviews.

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Who’s Hiring in January 2019?

Here are our picks: Website Optimization Specialist – In Atlanta, SunTrust is looking for a specialist to be responsible for “developing and executing business strategies, processes and policies to enhance the sales and service experiences intrinsic to SunTrust’s digital spaces.” A/B Testing & Personalization Analyst – Join Barnes & Noble’s Optimization team in New York […]

The post Who’s Hiring in January 2019? appeared first on Brooks Bell.

Here are our picks:

Website Optimization Specialist – In Atlanta, SunTrust is looking for a specialist to be responsible for “developing and executing business strategies, processes and policies to enhance the sales and service experiences intrinsic to SunTrust’s digital spaces.”

A/B Testing & Personalization Analyst – Join Barnes & Noble’s Optimization team in New York to “improve bn.com’s content, design, and usability for customers and to create unique experiences based on customers’ preferences and behaviors.”

Director-Digital Product Analytics & Testing –  Join the Enterprise Digital and Analytics team at American Express in New York.  They are looking for a leader to “provide value to the online card shopping experiences within the Global Consumer and Commercial businesses through customer data and measurement, insights through analytics techniques and experimentation.”

Marketing Manager, International Conversion – Ancestry is looking for a candidate to join their Conversion Marketing team in San Francisco.  This person is “responsible for improving and optimizing the user experience at each step in the conversion funnel with the end goal of maximizing revenue from visitors in each of Ancestry’s key global markets.”

Marketing Manager, A/B Testing & Optimization – Join AuthO’s Growth Team in “driving improvement in key engagement metrics and customer experience throughout the customer lifecycle.”

Director of B2B Marketing, Demand Generation – Join Vimeo’s B2B marketing team in New York to “scale qualified lead acquisition, build and continuously optimize digital marketing, account-based marketing (ABM), email automation, social, and event-based marketing channels.”

Sr. Analyst, eCommerce Direct to Consumer Analytics – Newell Brands is looking for a senior analyst in Hoboken, New Jersey, to drive “sustainable growth online through the best-in-class use of data and analytics.”

Digital Marketing Leader – Website Optimization – Join GE Healthcare in Wauwatosa, Wisconsin to “develop a rigorous testing and experimentation framework, and conceive, scope and implement experimentation initiatives to improve the website user experience and drive conversion rate optimization.”

Manager, Marketing Planning, Test & Analysis – Express is looking for an individual to lead the testing and optimization program in Columbus, Ohio, “starting with A/B & multivariate testing taking us into experience optimization and eventually personalization.”

 

Looking for a job or to fill a position?  Give us a shout and we’ll help spread the word in our next careers blog post.

 

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Building the essential marketing technology stack to fuel your experimentation program

We hear shouts of “hyper-personalization” constantly—a one-to-one customer experience is the pinnacle for many organizations today. Of course, this relies…Read blog postabout:Building the essential marketing technology stack to fuel your experimentat…

We hear shouts of “hyper-personalization” constantly—a one-to-one customer experience is the pinnacle for many organizations today. Of course, this relies...Read blog postabout:Building the essential marketing technology stack to fuel your experimentation program

The post Building the essential marketing technology stack to fuel your experimentation program appeared first on WiderFunnel Conversion Optimization.

Crawl, walk, run and fly: The 4 stages of scaling website analytics

It’s time to identify where you are with your data practices and learn how to get to the next stage of your website analytics process.

The post Crawl, walk, run and fly: The 4 stages of scaling website analytics appeared first on Marketing Land.

It can be intimidating to tackle the challenge of big data. While some tech-thinking companies have led the charge toward analytics, metrics and measurement, many companies are still grounded by the weight of having more questions than answers. How much data should I collect? What metrics are important to me? How do I get the best out of my investment?

If you’re ready to get up off the floor and dust off your data practices, it’s time to identify where you are and learn how companies mature to where they want to be. We will look at the four typical stages that companies go through when scaling website analytics.

Stage 1: Crawl

Every process must start somewhere – and this process should begin by asking the important questions about your organization. What are our effective key performance indicators (KPIs)? What are the driving factors that influence our business? What are the differentiators between our sectors of business that could influence our success?

Two factors to consider:

1. Important questions like those should be asked of all parts of your business. Marketing alone cannot answer these questions holistically without collaborating cross-departmentally. For example, marketing may surprise themselves with the insights and information that the shipping department or customer service team can offer for a better business understanding. A digital marketing team might think the company’s target demographic are young consumers, whereas in-store associates could tell them the reality is most shoppers are their parents. Website analytics sometimes don’t tell the whole story.

2. No answer is wrong! You must first set these benchmarks, as crazy as they may sound, to establish a philosophy that can be tested to see if it’s true. Consider yourself a researcher in your organization. Do you believe that time of year truly affects responses to marketing campaigns? Great – test these theories.

By establishing benchmarks, organizations can determine the proper way to collect the needed data to validate these guesses. To do so, find the largest white board available or create as many columns as you can in an Excel sheet – whatever your fancy – and bunker down until tough questions about your organization are answered.

Most importantly, this data should reflect aspects of your business that you can change or influence. In other words, working within your remit allows you to not only use the same process for each new test but also implement the results quicker and at scale.

Stage 2: Walk

You should now be able to determine which tools for your organization are needed – and subsequently which data points will be required – to test your theories. This can include general site metric collection such as Time Spent on Site or Bounce Rates or narrower figures like geographical distribution of high-value visitors.

Here are a few factors to keep in mind as you start this process:

  • Data collection tools are very good at giving you a lot of data, but many times it’s way more than you need. This results in companies attempting to collect as much as they can, getting overwhelmed with the results and entering in data paralysis. For example, Google Analytics can provide data about site trends, but it’s meaningless if the information is not tied to a business question.
  • The data analytics space is overly cluttered with many competing solutions with a sea of logos in Scott Brinker’s landscape, so do your due diligence to find the right tools to reflect your needs. The tool is just the start; implementing and training will lead to a larger investment of time and money than is typically planned and requires more team members than many companies account for.
  • Give yourself ample time to collect a rich data set before examining results to avoid anomalies or outside influences on your results such as the holiday season or a
    summer lull.

Stage 3: Run

Now comes the fun part – take that data and run with it. Create an organizational plan to make adjustments and changes based on your results to affect business. Did you find that your average cart size for sales goes up on the weekends? If so, then create marketing tactics to drive users on weekdays that include 2 for 1 or “Buy $100 and get $25 off” methods designed to increase total order size. Your next step will be to start a new experiment to see if these tactics worked to increase weekday sales. If they did, you now know the factors that control your business, and that is incredibly valuable to individual and organizational success.

Most importantly, now is the time when you can factor things out. Did you believe that your loyalty program was influencing return sales, but it turns out it did not? This could mean that your loyalty program needs to be overhauled, or that it cannot be the crux of marketing activities. It can be just as important to learn and confirm what is not working as what is.

Stage 4: Fly

It’s time to soar. Many marketers view their website in a bubble. The truth is that a website is just one channel that users will interact with when engaging with your brand. And not every user is made the same – some will use it for research and buy in store in commerce scenarios while certain groups will use it primarily before speaking with a sales person in other industries. Now that you can properly track and map your website using the tools and methods you have found, it’s time to expand that thinking to other touch points. Are you mapping users from your website to in-store conversion? Do your local event sponsorships lead to users joining your mailing list? Do users who have a positive experience on your support channels typically become better brand advocates on their social media channels? What method can you use to link these sales?

It can be a daunting task to connect all the dots in a sales funnel from the start, so find those easy wins by beginning with your e-commerce or dot com channel and use those powerful data tools to learn what you need before moving to the next channel. For in-store or call orders, for example, customers can be incentivized to use their online session ID to make for easier cross-channel analysis.

Are you ready for the challenge?

The technology space for web analytics tools has skyrocketed over the last few years. Buzz words like “Customer Journey Analysis” and “Machine Analytics” create intimidating spaces that marketing teams are entering into with caution flags waving. Being a member in this space myself, companies that come in with a purpose and goal before considering tactics or tools succeed far more often than those just looking for the quick fix to satisfy the C-suite.

You won’t become an expert in a day. You might idolize those companies out there like Amazon and Google who seem to know about you before you know yourself. While they might be models of data collection and analytics, they took years to get there – their own Crawl, Walk, Run and Fly process that included many of the baby steps you might be getting ready to take. Enjoy the process, take your time and you will achieve your desired level of success, one answer at a time. Keep flying, so platforms and processes provide the complete view of business success you need to compete online and off.

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Here’s why you should take a deep dive into data to optimize your conversions

A thorough audit of tracking tools can improve your CRO framework because knowing your platform will help you think about how to best use it for your specific business strategy.

The post Here’s why you should take a deep dive into data to optimize your conversions appeared first on Marketing Land.

So, you got the basics of Conversion Rate Optimization (CRO) and why it’s essential to your marketing strategy. (To recap: a successful CRO framework increase sales and revenue while reducing the cost of paid media.) Great! But how do you get started? There are some general things everyone can focus on to improve their conversion rate, e.g. site speed. But where’s the list of best practices, you may be wondering? The unfortunate reality is that there’s no convenient checklist waiting for you. There’s quite a bit more to CRO than applying a few changes, crossing your fingers and walking away hoping for the best.

Data and analytics inform CRO

Optimizing conversions works on a case-by-case basis. Each brand, site and customer journey is different. There are millions of sites out there with varying needs, goals, traffic, designs, languages. You can’t take what works for one site and apply it to another. Your site should serve a specific purpose; both providing value and addressing the concerns of your visitors at that moment and in the future. Forget instinct: to make any kind of business decision; you need to base your judgment on the evidence. Also known as data. Otherwise, you might be making decisions that could hurt your sales.

Analytics tells you exactly what’s happening on your site, and can then guide you to investigate the bigger picture and find opportunities. Not only does analytics tell you the core journeys and behaviors that give you the best return on investment, but it also highlights friction points and areas where most people leave the website. This saves a lot of time and guesswork, letting you narrow down the improvements that need to be made to optimize conversions. The real power comes when combining this with qualitative research, to delve into the reasoning behind the key objections that result in people leaving… but also why they stay.

The tools of the trade

It’s essential to have a multi-channel overview of performance with an analytics tool like Google Analytics (GA), instead of working with siloed platforms. Rather than dipping into different tools, a unified view of performance makes it easier to see how each channel stacks up against the others. You’ll also have much richer insights from tools like GA, which is connected to millions of sites around the world. And aside from needing your analytics tool to be accurate, it’s equally important to know how to get the best out of it.

You can access tons of good stuff for free when you first get started with GA, but to get the advanced knowledge necessary for CRO you need to go deeper. These platforms are so incredibly rich in insights, but you need to know how to put them to good use. Tweak your reports. Make use of custom dimensions, filters and segmentation. The more you work with your platform, the more you get out of it. It’s 100 percent worth it to get fully trained because knowing the platform you’re using helps you think about how to use it for your specific business strategy.

Where do you get started with analytics and CRO?

Before making any changes, you need to thoroughly investigate your current setup with a thorough audit of tools and tracking. Ask yourself: are you collecting the right data? Is it robust and credible? Unless you already have a dedicated CRO and analytics team at work, it’s likely that there are some issues at play, so check your goals and events, tracking snippets, filter settings and trigger configurations.

Tagging integration is key. With tagging, you’ve got tracking, analysis and reporting all in one. Using fully synced tagging solutions, you can track everything you’d ever want to know about your site. The more you tag, the more you’ll be able to understand how your users are interacting with your web pages. If you create a new element on a page, tag it. If you’re running lots of tests or using lots of tools, make the most of your tag management for CRO. And speaking of tests… A/B testing is the bread and butter of lots of digital marketing. Whether testing between different designs or copy, A/B testing will deliver the data to assess performance. And depending on the tool you’re using, you can send the results of your A/B test treatment back into your analytics for further analysis and a deep-dive into more granular segments.

Analytics is not optional

If you’ve ever looked at a scientific research report, the basics of CRO are pretty similar: research, experiment and analyze. The beginning, the middle and the end are always about data. Specifically, good data. Before doing anything, you need to make sure that what you’re working with is a source of truth. With so many metrics to look at nowadays, there’s a danger of intentionally finding data that confirms your ideas. CRO is about minimizing this and making improvements for the right reason, which is why a good analytics setup is so important.

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Free Guide: How to Strategize & Execute Profitable Personalization Campaigns

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization. Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence […]

The post Free Guide: How to Strategize & Execute Profitable Personalization Campaigns appeared first on Brooks Bell.

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization.

Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence and machine learning solve all our problems. All you have to do is buy a new piece of software, turn it on, and…BOOM: 1:1 personalization.

As a data scientist, I’ll let you in on a little secret: that software only provides the technological capability for personalization. Even further, the algorithms found within these tools simply assign a probability to each potential experience that maximizes the desired outcome, given the data they have access to. Suffice to say, they’re not as intelligent as you are led to believe.

If you caught our first post in this series, you already know that we define personalization a bit more broadly, as any differentiated experience that is delivered to a user based on known data about that user. This means personalization exists on a spectrum: it can be one-to-many, one-to-few, or one-to-one.

And while there are many tools that enable you to do personalization from a technical standpoint, they don’t solve for one of the main sources of anxiety around personalization: strategy

Most personalization campaigns fail because of a lack of a strategy that defines who, where and how to personalize. So I’ve put together a free downloadable guide to help you do just that. This seven-page guide is packed full of guidelines, templates and best practices to strategize and launch a successful personalization campaign, including:

  • Major considerations and things to keep in mind when developing your personalization strategy.
  • More than 30 data-driven questions about your customers to identify campaign opportunities.
  • A template for organizing and planning your personalization campaigns.
  • Guidelines for determining whether to deliver your campaigns via rule-based targeting or algorithmic targeting.

Free Download: Plan & Launch Profitable Personalization Campaigns.

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Thank You + Brooks Bell’s Best of 2018

It’s January 3, and if you’re like us, you’re already heads down at your desk and neck deep in emails. But we’d be remiss if we didn’t take a minute to reflect on the previous year. In November of 2018, we quietly celebrated 15 years of being in business. When Brooks Bell was founded, experimentation was in […]

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It’s January 3, and if you’re like us, you’re already heads down at your desk and neck deep in emails. But we’d be remiss if we didn’t take a minute to reflect on the previous year.

In November of 2018, we quietly celebrated 15 years of being in business. When Brooks Bell was founded, experimentation was in its infancy. But despite all the changes we’ve experienced since then, one thing remains true: it is the opportunity to connect with so many interesting people that are solving big problems for their business that makes our work worthwhile. Thanks for walking with us.

A look back at some of our big moments from 2018

Winning like Winona

In January, our Founder & CEO, Brooks Bell, was recognized as one of 25 women who rocked digital marketing in 2017. Later in the year, she was also announced as a Southeastern Finalist for EY’s Entrepreneur of the Year award. 

We also celebrated 2017’s record-breaking growth, were recognized as Optimizely’s North American Partner of the Year, and we garnered our local business journal’s Best Places to Work award.

Getting Lit with Illuminate

Fun fact: We originally built Illuminate to help us better manage and iterate upon our clients’ tests. Over time, we got so much great feedback, that we decided to make it available to everyone this year.

Now, with a successful beta launch under our belt and even more new features being added to the software, we’re excited to see where this new endeavor takes us in 2019.

F is for Friends, Fun and…Fear?

In October, things got a little spooky around the office and it had everything to do with Scott, our Director of Sales, who decided to channel his inner Ellen Degeneres for the day (much to our colleagues’ horror). Watch the video if you dare.

Making Bacon for our Clients

Back in 2014, we set a Big Hairy Audacious Goal to achieve $1 billion in projected revenue for our clients. By the end of 2017, we’d reached $500 million. And this past December, we hit $1 billion. (cue ::gong::)

But we’re not resting on our laurels. We’ve set some aggressive goals for 2019, with a focus on personalization, and we’re pumped to get to work.

Brooks Bell takes the Bay Area 

In September, we officially opened the doors to our San Fransisco office. This decision came after years of working with clients on the West Coast and our desire to work even more closely with them. And with the Bay Area’s rich history of innovation, we can’t think of a better place to help more companies push their boundaries through experimentation.

Still Clickin’ 

Last May, we hosted our annual Click Summit conference. We might be biased but this remains one of our favorite events as it’s filled with meaningful connections and seriously impactful takeaways. 2019 marks our 10th Click Summit, and we’ve got big plans. Request your invite today.

2018 on the blog

 


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Who’s Hiring in December?

Here are our picks: Sr. Director – Customer Experience Leader – Equifax is looking for a Senior Director in St. Louis, Missouri, to lead the Customer Experience Team in “intuitive design workflows and overall customer experience as they interact with Workforce Solution products.” Senior Software Engineer, Build Automation – Blizzard Entertainment is “seeking a talented […]

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Here are our picks:

Sr. Director – Customer Experience Leader – Equifax is looking for a Senior Director in St. Louis, Missouri, to lead the Customer Experience Team in “intuitive design workflows and overall customer experience as they interact with Workforce Solution products.”

Senior Software Engineer, Build Automation – Blizzard Entertainment is “seeking a talented and enthusiastic software engineer to join the Hearthstone team” in Irvine, California to improve testing, building and developing Hearthstone through software automation.

Conversion Optimization Specialist – Vivint Smart Home is looking for an “action-oriented thought leader to partner with the digital marketing channel manager to optimize ad creative, product lifts in on-page response rates and improve conversion rates for Vivint’s digital marketing portfolio.” in Provo, Utah.

Head Of Customer Marketing – Kabbage is “looking for an extremely analytical, results-oriented leader to join their data science team in Atlanta with a passion for growing customer relationships and increasing the value of customer marketing.”

Associate Director of Experimentation – Marketing Analytics – Join Walmart in San Bruno, California and “help the World’s largest omni-channel retailer develop, promote and lead execution of a rigorous testing and experimentation roadmap.”

Senior Product Manager, Data & Analytics – In New York, HBO is “looking for someone who has a proven track record of leading teams to identify unique market and consumer requirements, with experience in digital products portfolio management.”

Digital Product Manager – Cole Haan is looking for a manager in New York to “own the front-end digital site experience on ColeHaan.com and drive the overall user experience, optimization efforts and road map.”

UX Manager (E-Commerce) – iHerb is looking for a UI/UX Manager in Orange County, California to “enhance iHerb’s customer experience on their industry-leading, global e-commerce site through design and maintenance.”

Senior Manager, UX Planning & Insights – Join Leapfrog Online’s Strategy & Insights team in Evanston, Illinois and “help lead the strategy and cross-channel, digital user experience planning for Leapfrog clients.

Senior, UX Development – Fidelity Investments is looking for a web developer in Durham, North Carolina to join the User Experience Design team.  This role will be “supporting the Health Care Group’s digital employee and employer platforms, which customers and plan sponsors use to manage their health and welfare benefits.”

Looking for a job or to fill a position?  Give us a shout and we’ll help spread the word in our next careers blog post.

 

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Built to Wow: An Introduction to Launching Personalization At Your Company

The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences. […]

The post Built to Wow: An Introduction to Launching Personalization At Your Company appeared first on Brooks Bell.

The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences.

For years, this vision has been a pipedream among marketers, product managers and customer experience professionals. Many clients come to us wanting to “do personalization” but face significant challenges in doing so.

Part of this is due to the fact that “personalization” is so ill-defined.

At Brooks Bell, we define personalization as any experience that is delivered to a user based on known data about that person. By that definition, personalization exists on a spectrum: it can be one-to-few, one-to-many, or one-to-one. In the digital environment, product recommendations, customized search results and even segmented experiences are all considered examples of personalization.

But while many companies are already implementing these experiences, there’s still an overwhelming sense that many brands have yet to arrive in terms of personalization.


Got a bunch of burning questions about personalization? Submit them using the form below.

We’ll use this information to make sure we cover these topics in our upcoming posts.


A 2018 study of 300 marketers by Evergage and Researchscape International found that 98% of respondents believe personalization helps advance customer relationships, but only 12% were “very” or “extremely” satisfied with the level of personalization in their marketing efforts.

This is because (not unlike experimentation) personalization is a business strategy that should evolve in order to deliver long-term value. And while it’s true that many brands already have the ability to do personalization, they’ve also found that elevating and scaling a personalization program is difficult, costly and, frankly, can feel pretty darn impossible.

So, how to do this? In addition to the fundamentals for a standard optimization program, there are three critical working components that need to be established for personalization:

  • Technology: you need top-notch tools to centralize user profiles and deliver personalized experiences;
  • Data: personalization requires a clean, unified view of relevant customer attributes, and
  • Strategy: you need research and planning to purposefully and effectively launch, scale and benefit from personalization.

In the coming weeks, we’re going to break down personalization further by each of these components. We’ll outline the best practices, advice, strategies and tips to go from scrappy to smart when it comes to introducing and scaling personalization at your organization.

Struggling to execute a scalable personalization strategy? We can help. Contact us to schedule a free 30-minute consultation.

The post Built to Wow: An Introduction to Launching Personalization At Your Company appeared first on Brooks Bell.