Is Personalization a Net Positive?

“A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa,” Mark Zuckerberg once said. There was some gray in that statement. His use of “may” implies that. Unfortunately, when it comes to the execution of that vision, computers operate in a very binary […]

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What Las Vegas Taught Me About Personalization (Plus 5 Ways to be Customer-Centric)

I love people watching. I think it’s because you get to see people who are different from you, and from each other. Most of our lives are spent interacting with family, friends, co-workers, and neighbors. How often do we see people outside the circle of our everyday experiences? That’s one thing the web, social media […]

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Aiming for 1:1 Personalization? Here’s a Better Approach.

For most of the last decade, A/B testing has been the cornerstone of most site optimization programs. We learned that measuring in controlled environments can give us tangible ROI while empowering marketers to prove their campaigns’ worth. At the beginning, big wins were plenty, and testing took off. As those programs and experiences became more optimized, […]

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What We Learned at Adobe Summit

A few weeks ago, several members of the Brooks Bell team attended the largest digital marketing conference in the world: Adobe Summit. Amid the backdrop of the Las Vegas mountains, we attended sessions on digital marketing tools and trends, met industry leaders, and had great networking opportunities with existing and potential clients alike. What’s new […]

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Personalization: What You Need to Know Right Now (Part 2)

When it comes to personalization, how important is data collection? What’s the best advice for companies that want to step up their game? And how might personalization technology be improved in the future? In this two-part series (read part one), we ask a senior member of our data science team to explore the trends, challenges, and possibilities […]

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Personalization: What You Need to Know Right Now (Part 1)

How can you measure the success of personalization? How many user segments should be used? Is real-time personalization a current reality—or a far-off dream? In this two-part Q&A series, we ask a senior member of our data science team to explore the trends, challenges, and possibilities of personalization. How are brands measuring the effectiveness of […]

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16 Favorite Reads From Our Partners—Thanks for a Terrific 2015!

Every year, our partners continue to impress us with their improved capabilities, scope, adoption of testing methodologies, platforms and practices. Each one is working hard to improve on customer engagement, personalization, mobile optimization, analytics and more. The testing, personalization and optimization space has never been so exciting. At Brooks Bell, we are forever thankful for […]

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5 Must-Read Optimization Posts for the Week of November 9

Comparing two items of a different size may seem easy, but research has shown that consumers, generally, struggle with the task. More interesting, the labels and scales provided for comparison have a significant impact on preferences. While this may seem like a specific insight, it has implications for marketing messages in general. Read the rest: […]

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Does Your Personalization Strategy Focus on Path or Product?

Lately, it seems every digital business is launching a new personalization initiative. A 2015 survey found 78 percent of respondents agree or strongly agree it’s important to “try to differentiate through customer experience.”  Realizing a practical, realistic plan to implement a personalization strategy—let alone a profitable personalization strategy—remains a formidable challenge. One of the problems […]

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