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The Personalization Paradox: How to Deliver Personalized Experiences at Scale

Val Swisher  (CEO, Content Rules, Inc.)

Track: Audience Development

Session Type: Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Personalizing content has become a corporate imperative for just about every enterprise. It's been a goal for years. However, the proliferation of Big Data has caused the trend to accelerate. Many companies are working on pilots, proof-of-concept projects, and even providing content with some level of personalization. The amount of experience and creativity going into these projects is impressive! And yet, personalization at scale is a conundrum that few companies have been able to solve.

In this session, Val explores the problems companies face when scaling personalized experiences and details what you can do to be successful. She introduces the ultimate content paradox: In order to deliver personalized experiences at scale, you must standardize your content during the creation process.

Takeaway

Key takeaways from this session are:

  • Why standardized content is the only way to personalize at scale.
  • The five dimensions of content that you need to standardize (output types, words, sentences, paragraphs, and components).
  • What a reuse strategy is and why you need one.
  • How artificial intelligence will change content personalization in the future.



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