The Power of Personalization

The Power of Personalization is a CMO Council thought-leadership initiative whose focus is on gaining in-depth insights into the relevance, value, and importance of personalized communications as a vital component of marketing campaign planning. Specifically, this national initiative is designed to explore the interaction of customized content, collateral and personalized web interaction on marketing effectiveness, customer acquisition, retention, and business outcomes.

Power of Personalization examines the critical link between customer data, analytics and messaging through the application of new, on-demand personalization technologies, customized content creation and digital print systems, one-to-one delivery and interaction channels, and the emergence of new applications such as “TransPromo” documents that combine transactional and promotional information.

The Power of Personalization identifies how and where personalization techniques are being successfully deployed by leading marketers – as well as how the various, inter-related components of personalized communication campaigns are being tracked and measured. Additionally, program research will address the degree to which companies are embracing (or not yet embracing) personalized communication strategies; the state-of-the-art tools and technologies available today; and the direct relationship between customized delivery of information and sales performance.