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Maturity model for personalization version 0.3

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A tool to describe the stages that organizations have to move through to reach personalization maturity.
Based in interviews with personalization vendors, KOBRA customers in the trenches and customers that have not embraced personalization – yet. If there is interest we will perform more research.
This is very much work in progress, please let me know if you have ideas for improving the model – you can reach me at eirik@kobra.as

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Maturity model for personalization version 0.3

  1. 1. Personalization maturity modelA tool to describe the stages that organizations have to move throughto reach personalization maturity.Based in interviews with personalization vendors, KOBRA customers inthe trenches and customers that have not embraced personalization –yet. If there is interest we will perform more research.This is very much work in progress, please let me know if you haveideas for improving the model – you can reach me at eirik@kobra.as
  2. 2. Personalization maturity model v. 0.3AwareWe know thatpersonalization isimportant, but donot pursue itExperimentalWe gathercustomer insight indigital channelsand perform simpleexperimentsCoarse grainedWe have definedcoarse grainedvisitor groups andpersonalize basedon explicit rules.We adopt contentand navigation tousers in thesegroups on achannel by channelbasis.Fine grainedWe gathercustomerbehaviour fromdifferent channelsand adopt content,navigation ANDfunctionality tomore fine grainedgroups acrosschannels andtouchpointsWe test andimprove eachpersonalizedsurface, always1:1Our digital surfacesadapt to thecustomer in realtime and we haveadapted ourproducts andservices to aunified 1:1dialogueTesting &targeting is now alifestyle for alladaptations inboth digital andoffline touchpoints
  3. 3. Modenhetsmodell for personalisering v 0.3BevisstVi vet at det erviktig, menarbeider ikke aktivtmed detEksperimentellVi henter innsiktom kundengjennom våredigitale flater, mengjennomfører barepersonaliserings-eksperimenterGrovkornetVi har har definertgrovebesøksgruppermed eksplisitteregler og tilpasserinnhold ognavigasjon tilbrukere i dissegruppeneFinkornetVi sammenstillerkundeatferd fraforskjellige kanalerog tilpasserinnhold, navigasjonOG funksjonalitettil mer finkornetegrupper på tversav kanalerVi tester ogforbedrer hverenkelt tilpasning -bestandig1:1Portalen tilpasserseg kunden irealtid ogvirksomheten hartilpasset sineprodukter ogtjenester til enenhetlig 1:1 dialogTesting er nå enlivsstil for alle imarkeds-avdelingen

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