Create A Pragmatic Personalization Program

To scale personalization beyond a single touchpoint, eBusiness and channel strategy pros must pull a cross-functional team together to plan and execute a personalization program, not just treat it as a series of projects. We've adapted our POST method — people, objectives, strategy, and technology — to give you a road map. Once you have clear business goals and executive sponsorship, you're ready to dive into the details of customers' needs, prioritize objectives based on importance and viability, operationalize the process, and implement your technology.