McKinsey says marketing personalization delivers 5-8x the ROI on marketing spend, lifting sales by 10% or more. So why aren’t more companies doing it? It’s not a tech issue, it’s a people problem. Tech is easy now. The real thing holding companies of any size back from gaining the benefits of personalized messaging… is people.
Many businesses I’ve worked with engaged me to optimize their sites to maximize customer value. But the truth is, boosting revenue per customer means scouring data about what your audience is doing BEFORE and AFTER they visit your site.
After 87 million people had their data used unscrupulously by Cambridge Analytica, Facebook has finally changed its rules to “ban personality quizzes.” Should quiz queen Chanti Zak and her clients like Tarzan Kay be worried?