Issue link: https://read.uberflip.com/i/1444455
Challenges to succeeding with personalization There are three key challenges to personalizing digital experiences: 2 Data volume, complexity, and maintenance Most organizations maintain a wealth of customer data that could be used to support a personalization solution. This includes CRM, promotional, email, and third-party data that can help to paint a 360-degree view of an individual customer. However, ensuring the quality of each unique dataset and stitching together data from multiple sets is a challenge for many organizations. To deliver the right experience to the right customer at the right time, organizations must go beyond basic customer information—capturing and incorporating behavioral data in real time and at scale. 3 Limited scale and ROI from rule-based recommendation systems Most existing systems for personalization provide recommendations based on simplistic, pre-defined rules (e.g., "if you are X, you will see Y"). These systems are static and require significant manual maintenance. While they are easy to use and understand, it is challenging to define rules that are specific enough to consumer segments to offer meaningful personalization. Also, human effort to maintain these solutions increases as needs scale, causing performance to diminish as the solution expands or the company grows. This results in poor customer experiences and decreased ROI. 1 Channel platform and systems integration It's hard for organizations to create a seamless, personalized experience across multiple consumer channels and touch points and throughout their various internal systems. For example, an organization's website may be hosted on Magento, a web application on Symfony, and email communications on Marketo. Integrating a personalization solution across these disparate platforms can become overly complex. Many organizations are not in a position to completely overhaul their current infrastructure and instead seek solutions that are compatible with their current setup—creating even further disconnect between internal platforms and fracturing customer experiences. 3