A technology blueprint for personalization at scale highlights the crucial role of data centralization and management via @McKinsey

The technology to unlock the value of personalization at scale is readily available, and you may be surprised how much of it you already have in place. You don’t need to tackle everything at once. Develop a road map with regular stage gates to evaluate platform progress based on the trade-off between value at stake and ease of implementation. Identify and prioritize quick wins that make it easy for the organization to continue funding the transformation.

Sourced through Scoop.it from: www.mckinsey.com

WHY IT MATTERS: personalization of products and services requires 3 key ingredients that are data-driven: customer database, identity management and data management.

Farid Mheir