Organizations need sophisticated measurements of incrementality to distinguish between NBAs that positively influence customer behavior and actions that may have a cannibalistic effect on the customer’s intent.
Education
- BBA, magna cum laude, TCU Neeley School of Business, Texas Christian University
Yun Lim is an expert in personalization strategy, marketing technology, marketing operating model design, and agentic AI in marketing at Boston Consulting Group. He leads end-to-end product strategy for agentic AI-driven personalization, loyalty, and customer engagement platforms across retail, financial services, health care, and telecommunications. Yun's experience in product strategy, marketing technology, data science, and agentic AI allows him to translate executive vision into platform strategy, architecture, and cross-functional delivery for his clients.
Yun is passionate about bridging strategy, technology, data science, and design to create experiences that feel effortless for customers and transformative for businesses. He also serves as an internal expert on personalization and agentic AI in marketing, designing comprehensive framework, technical architecture, and operating model that BCG teams deploy with clients
Before joining the firm in 2019, Yun worked at PMG Digital Agency in Dallas/Ft. Worth.
