{"id":26093,"date":"2022-12-27T16:29:18","date_gmt":"2022-12-27T16:29:18","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/27\/the-roi-of-personalized-experiences-process-measurements\/"},"modified":"2022-12-27T16:29:18","modified_gmt":"2022-12-27T16:29:18","slug":"the-roi-of-personalized-experiences-process-measurements","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/27\/the-roi-of-personalized-experiences-process-measurements\/","title":{"rendered":"The ROI of personalized experiences: Process measurements"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p><em>This is the third of a three-part series on the ROI of personalization. You can read the first part (audience measurements) <a href=\"https:\/\/martech.org\/the-roi-of-personalized-experiences-audience-measurements\/\">here<\/a> and the second part (content measurements) <a href=\"https:\/\/martech.org\/the-roi-of-personalized-experiences-content-measurements\/\">here<\/a>. \u00a0<\/em><\/p>\n<p>After examining how audiences and content are measured in terms of personalized experiences, let\u2019s discuss how brands should approach the process that drives personalization.\u00a0<\/p>\n<p>Process measurements require looking at the methods used to personalize, how efficiently they are performed and how they are improved over time. <\/p>\n<p>In this article, we will:<\/p>\n<ul>\n<li>Cover three aspects of operationalizing personalization.<\/li>\n<li>Do a reality check for those brands that want to go all in on 1:1 omnichannel experiences. <\/li>\n<li>Explore the viability of doing this and the cost of not doing it.<\/li>\n<\/ul>\n<h2 id=\"h-great-personalized-experiences-require-alignment-across-teams\">Great personalized experiences require alignment across teams<\/h2>\n<p>Organizations that are misaligned and have disconnected <em>internal<\/em> operations will <a href=\"https:\/\/martech.org\/marketers-say-biggest-challenge-is-getting-cross-department-alignment\/\">have difficulty<\/a> providing seamlessly personalized experiences <em>externally<\/em> to their customers. Let\u2019s look at a few ways this plays out in the real world:<\/p>\n<ul>\n<li>Siloed marketing teams, where the \u201cecommerce team\u201d doesn\u2019t regularly interface with the \u201cemail marketing team.\u201d<\/li>\n<li>Siloed departments, where marketing, data and engineering all might as well exist on different planets.<\/li>\n<li>Siloed product teams where widget A is marketed and supported in a completely different manner than widget B.<\/li>\n<\/ul>\n<p>To make it even more challenging, some organizations have all of the above. This doesn\u2019t mean you can\u2019t start with some low-hanging fruit. Focus on building bridges where there are the most commonalities and potential benefits. <\/p>\n<p>For instance, if the processes to create mobile app content and email campaigns often overlap, start there. Sure, it won\u2019t provide omnichannel personalization overnight, but you can build consistency and, more importantly, a case for why more coordination and collaboration are needed within the organization.<\/p>\n<p>Breaking down silos and having greater coordination inside your organization is a key step toward creating more holistic and valuable personalized customer experiences.<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/managing-the-unpredictable-getting-marketing-sales-and-operations-aligned\/\">Managing the unpredictable: Getting marketing, sales and operations aligned<\/a><\/em><\/strong><\/p>\n<h2 id=\"h-testing-against-hypotheses-eliminates-anecdotal-noise\">Testing against hypotheses eliminates anecdotal noise<\/h2>\n<p>Most marketers have an opinion about how effective personalized experiences are in influencing engagement and conversions. The challenge is that many of these opinions are anecdotal and what I would call less than scientific.\u00a0<\/p>\n<p>To counter this, we need to run true tests, which include:<\/p>\n<ul>\n<li>A hypothesis (what our assumption is).<\/li>\n<li>A null hypothesis (what must be rejected first to determine that the hypothesis can be true).<\/li>\n<li>A threshold of statistical significance that justifies further testing and\/or investment in the efforts.\u00a0<\/li>\n<\/ul>\n<p>In other words, welcome back to Statistics 101.\u00a0<\/p>\n<p>The best way to determine the effectiveness of your personalization in this way is to do a true A\/B test, where the \u201cA\u201d variant provides all users with a generic message\/offer\/experience and the \u201cB\u201d variant personalizes it. With statistically significant data, you will be able to see if your efforts to personalize<\/p>\n<p>I also recommend that you examine this in a few dimensions. Personalization can be more subtle or more extreme. The cost to deliver \u2014 whether that is actual hard costs or time and resources \u2014 can vary depending on how extensive that component needs to be personalized. For instance, creating an endless variety of customer imagery can be resource-intensive, while doing database lookups can have a minimal cost once the initial rules are set.<\/p>\n<p>Regardless of how extensively you approach personalization, <a href=\"https:\/\/martech.org\/the-only-two-things-that-matter-in-marketing\/\">creating a culture of testing and validation<\/a> ensures you focus on the right things, cutting through the clutter and anecdotal noise that holds teams back from greater success.<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/why-testing-is-strategic-experimentation-for-sustainable-growth\/\">Why testing is a marketer\u2019s most powerful tool<\/a><\/em><\/strong><\/p>\n<h2 id=\"h-feedback-loops-and-continuous-improvement\">Feedback loops and continuous improvement<\/h2>\n<p>Of course, even rigorous testing is only as good as the process used to incorporate the findings of those tests back into the workstream. This requires a commitment to consistently find ways to enhance and optimize personalization efforts. Two big pieces are a feedback loop and governance over the process.<\/p>\n<p>First, you must create a feedback loop that takes your learnings from your efforts (including your tests) and ensures the people and platforms that rely on them are connected.\u00a0<\/p>\n<p>I\u2019ve worked with organizations that were great at measuring and creating in-depth reports of exactly what happened, where and to whom \u2014 <em>but<\/em> had no meaningful way to translate those results into any changes or actions for the next time they needed to do something.\u00a0<\/p>\n<p>They had a beautiful library of charts and reports. Yet, their efforts never improved, other than by anecdotal sharing of what made it into reports and what must have been lucky guesses.<\/p>\n<p>Additionally, you need a set of processes to ensure you can change and adapt by incorporating feedback while also not changing too much too quickly. This prevents internal teams \u2014 and your customers \u2014 from getting confused or frustrated by too much of a well-intentioned thing.<\/p>\n<p>This is where a governance model for your personalized customer experiences will play a role. Remember, it\u2019s not always about moving quickly. Instead, a good governance model:<\/p>\n<ul>\n<li>Has transparency and consistency.<\/li>\n<li>Moves at the right speed to allow you to adjust your personalization efforts.<\/li>\n<li>Avoids too much change that might overwhelm your teams or provide inconsistency to a customer\u2019s experience.<\/li>\n<\/ul>\n<p>Feedback loops and governance models standardize and systematize your ability to continuously improve the customer experience and, consequently, the ROI that personalization efforts can deliver.<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/implementing-agile-marketing-requires-experiments-that-lead-to-leadership-buy-in\/\">Implementing agile marketing experiments leads to leadership buy-in<\/a><\/em><\/strong><\/p>\n<h2 id=\"h-can-lagging-organizations-catch-up-to-the-leaders\">Can lagging organizations catch up to the leaders?\u00a0<\/h2>\n<p>Some of you may be reading this and thinking that all of this sounds amazing, yet it\u2019s simply not possible in a short timeframe. The leaders in personalized experiences aren\u2019t pausing for the laggards to keep up.\u00a0<\/p>\n<p>Large brands may struggle with departmental or product silos. Smaller ones may struggle with the resources and infrastructure required to do all of this well. Setting up the systems and platforms that support personalized customer experience takes investments.<\/p>\n<p>The hard truth is that, despite the challenges, it is imperative for companies that have fallen behind to catch up. Each day that goes by, the gap between the laggards and the leaders continues to expand. The processes, platforms and knowledge from testing \u2014 and even missteps \u2014 that the leaders gained will only grow more valuable.<\/p>\n<p>In other words, choosing whether to offer more personalization or not isn\u2019t what you should be considering. Instead, it is how you will bridge the gap between you and the competition, all while maintaining profitability and not disrupting either internal (employee teams) or external (customers and partners) audiences.<\/p>\n<p>An iterative, incremental approach is the best and really the only way to do this. A strong prioritization model can help you understand which initiatives will have the biggest impact on the business and your customers while having the most minimal impact on resources.<\/p>\n<h2 id=\"h-measuring-the-roi-of-personalization\">Measuring the ROI of personalization<\/h2>\n<p>Getting a true return on investment from creating and delivering personalized customer experiences requires a holistic view across audiences, content and channels and the processes used to create, manage and continuously improve all of the above.<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<hr\/>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a href=\"https:\/\/martech.org\/staff\">here<\/a>.<\/em><\/p>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<em><a class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMJeAJDCAwQQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" rel=\"nofollow noopener\">Add MarTech to your Google News feed.<\/a><\/em>\u00a0\u00a0\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/noscript><\/p>\n<hr\/><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\" style=\"min-width:140px;min-height:140px;\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Greg Kihlstrom\" width=\"140\" height=\"140\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/09\/Greg-Kihlstrom-338x338.jpg\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/09\/Greg-Kihlstrom-338x338.jpg\" alt=\"Greg Kihlstrom\" width=\"140\" height=\"140\"\/><\/noscript>\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<iframe loading=\"lazy\" id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/the-roi-of-personalized-experiences-process-measurements\/about:blank\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=gregkihlstrom&amp;show_count=true&amp;show_screen_name=true&amp;size=m\"><\/iframe><noscript><iframe id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=gregkihlstrom&amp;show_count=true&amp;show_screen_name=true&amp;size=m\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\"><\/iframe><\/noscript>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>\t\t\t\t\t\tGreg Kihlstr\u00f6m is a best-selling author, speaker, and entrepreneur, currently an advisor and consultant to top companies on customer experience, employee experience, and digital transformation initiatives as Principal and Chief Strategist at GK5A. He is also the host of The Agile Brand with Greg Kihlstr\u00f6m podcast. He is a two-time CEO and Co-Founder, growing both companies organically and through acquisitions, and ultimately leading both to be acquired (one in 2017, and the other in 2021). As a strategist, digital transformation, and customer experience advisor, he has worked with some of the world\u2019s top brands, including AOL, Choice Hotels, Coca-Cola, Dell, FedEx, GEICO, Marriott, MTV, Starbucks, Toyota, and VMware.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/the-roi-of-personalized-experiences-process-measurements\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the third of a three-part series on the ROI of personalization. You can read the first part (audience measurements) here and the second&#8230;<\/p>\n","protected":false},"author":1,"featured_media":26094,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-26093","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The ROI of personalized experiences: Process measurements - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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