Each hub owns specific elements of the personalization journey, with each spoke empowered to build underlying use cases. Businesses that succeed in scaling personalization create teams that cut across marketing, product, analytics, and technology, using a hub-and-spoke approach. They commit to an agile operating model.They align organizational resources around these use cases and work back from the desired outcomes to build the data and martech road map and identify the enablers and investments needed to deliver. Rather than letting a “thousand flowers bloom,” personalization leaders target a specific set of customer outcomes and use cases that support them.
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