Personalization! The word that digital marketers and vendors cannot stop saying. "Personalization is the future." "We need personalization!" Well, at Clearhead, while we are champions of better digital experiences through data, we reverse engineer every solution to the formative question -- "What problem are you solving?".
Recently, we've been working with data-driven marketers to think of personalization, not as the answer or the future, but as a means for solving segment specific problems through the leveraging of explicit and implicit end user data. We've tried to demystify the term, explain it in relation to terms like "AB/MV Testing" and provide some ways to approach segmentation.
Most importantly, though, we've discussed personalization through the lens of Problem Solution Mapping (PSM). PSM is a unifying method for continuously optimizing around a common set of goals, problems & solutions, researched & validated with data every step of the way. Problems are mapped to clearly defined goals and are then rigorously researched, via usability research, analytics & customer feedback, to distinguish noise from signals.
Learn more: www.clearhead.me