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Personalization Maturity Model

Personalization is more than a simple tactic to drive clicks and conversions. Personalization is rooted in strategy, crafted in execution and manifested inside customer experience. Where are you on your personalization journey?


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About the Maturity Model

The Maturity Model’s framework is build upon these four foundational pillars of personalization: User Segmentation, Lifecycle Mapping, Workflow Building, Dynamic Content.

Each pillar represents a critical step of the personalization process and the more proficiently you’re able to master each one, the more marketing possibilities you unlock.

A marketer’s ability to transform their data input into personalized output typically falls somewhere within one of these three levels: Reactive Personalization, Proactive Personalization, Individualization.

Level 1: Reactive Personalization

Reactive personalization is derived from user attributes and event data. It’s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.

Level 2: Proactive Personalization

Proactive personalization combines user and event data with externally managed data. It’s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).

Level 3: Individualization

Individualization is formed from dynamic relationships between user attributes and detailed product data. It’s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.

Where are you on your personalization journey?

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