Blog - Digital Strategy

In this series, we’ve interviewed technical, creative, data, and process experts at Merkle to gain insight into how organizations are creating more personalized experiences. This interview offers an industry-specific view of what is happening in the financial services industry as it relates to personalization with Paul Evers, EVP.

Being successful at delivering personalized experiences requires more than just setting up technology and building out your capabilities. It requires digital transformation, something that can easily be hampered by non-technical considerations including funding, strategy, and shared goals

We sit down with Alex Yoder, EVP, Analytics at Merkle to focus on the critical role that data plays in the ability to deliver personalization.

In our last post we focused on organizational readiness to delivering personalized experiences. Many organizations are realizing that personalization should be a strategy and not simply a marketing tactic.

We all know great creative when we see it; the power of cultural meaning through a universal truth that is also personally relevant. I love that moment, the “aha” — when a brand’s proposition and its story are in sync. Those moments are few and far between today, with the vast majority of advertising considered boring, non-engaging, and even worse — irrelevant.

People interpret personalization in various ways. At Merkle, we think about personalization as an ongoing exchange, not just a one-time project.

I can't stress enough how important it is to always be testing in your marketing campaigns. Whether it be creative, audience, format, or offer, developing a test and learn plan with your client is a necessity if you want to keep growing and evolving. Here are some tips on how to get started, along with key milestones for planning.

Targeting and personalization are key components of online marketing. By tailoring your marketing messages for the individual visitors to your website, instead of making them overly-generalized for a broad audience, you can increase the chances that they will become a customer and a repeat customer.