Dan Foster — Director & Co-founder at MakeBuild
Tim Janes — Co-founder at MakeBuild
The Sweet Taste of Success: Launching Augmented Reality Experiences with Low-Code
September 4, 2023
11:25
Personalisation
🇬🇧 English
Personalisation
The Power of Personalization in the Digital Customer Experience
About
The talk is about the power of personalization in the digital experience age. Moreover, I’ll share four pillars of digital customer experience optimization and how to make experience optimization with modern tech stack. I will also cover the importance of composable / MACH architectures, why the need of first-party data, latency / performance, unified customer profiles, and structured content to make personalization at scale a success including real use cases.
Talk by
Andy Kaiser
CEO at Ninetailed
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From the recording
Talk in brief
A systems view of personalization that moves beyond isolated recommendation widgets. The talk connects customer data, structured content, composable technology, and coordinated teams to explain why many personalization programs become expensive collections of disconnected tools. Useful personalization starts with a limited customer context and measurable outcome, then combines first-party data with reusable content and delivery components. The aim is relevance and continuity across the journey, not complexity for its own sake.
Key takeaways
- 01
Tie personalization to an explicit outcome
Revenue claims are not a strategy; each experience needs a defined audience, behavior, and measure of customer or business value.
Watch from 1:24 - 02
Reduce the cost of disconnected software
Continually adding specialized tools increases integration and operating expense unless teams clarify ownership and architecture.
Watch from 5:22 - 03
Unify the meaning of customer data
Marketing, sales, and customer-success systems need compatible identities and definitions before they can support a continuous journey.
Watch from 9:21 - 04
Compose capabilities around changing needs
Modular systems let organizations replace or combine services without rebuilding every customer experience from the beginning.
Watch from 13:14 - 05
Structure content for contextual delivery
Reusable content fields make it possible to assemble relevant messages by audience, behavior, and channel without duplicating entire pages.
Watch from 21:35
Read edited transcript highlights
These concise notes were edited from automatic captions and checked against the talk structure. They are not a verbatim transcript.
Personalization needs a decision, not a statistic
Industry figures can show that relevant experiences correlate with revenue, but they do not reveal what a particular team should build. Begin with a customer context, the friction or opportunity inside it, and the behavior that would demonstrate improvement. This prevents personalization from becoming a vague program whose only output is more software.
Watch from 1:24Tool accumulation creates its own operating problem
Adding a specialized service every month can improve one local task while making the customer journey harder to coordinate. Each tool introduces data mappings, consent questions, maintenance, and ownership. Architecture should therefore follow a small set of priority experiences, with new capabilities added only when their value exceeds the long-term integration cost.
Watch from 5:22Teams must share a customer identity model
Marketing automation, sales records, and customer-success platforms often describe the same person differently. Personalization cannot be continuous while identifiers, lifecycle stages, and important events remain incompatible. Agree on the minimum shared model, preserve the source and consent of each signal, and let teams retain additional context needed for their own work.
Watch from 9:21Composability preserves options as needs change
A composable system separates content, customer data, decision logic, and delivery so each capability can evolve. Modularity does not remove integration work, and it is not automatically simpler. Its advantage is that teams can assemble an experience around current needs and replace one part without migrating the entire customer platform.
Watch from 13:14Structured content makes relevance operational
Personalized delivery becomes manageable when headings, proof, offers, images, and calls to action exist as reusable fields rather than copied pages. Rules can then choose appropriate variants for a known context. First-party behavior provides stronger grounding as third-party data declines, but collection should remain transparent, limited, and connected to customer benefit.
Watch from 21:35
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