Delivering personalized customer experiences is no longer optional. But doing it right requires more than data and algorithms. BCG helps companies develop the strategies and capabilities to create value quickly—and deliver long-term impact.
Our approach to personalized marketing is centered on value and enablement. We identify how one-to-one marketing improves experiences in the ways that matter most, and we implement use cases so that companies generate value as they build self-sustaining capabilities for long-term impact.
The idea is to think big, start small, and grow fast—with quick wins to fund the journey. To help companies do this, we bring a full spectrum of expertise in data and personalization strategy and implementation; analytics and technology; and ways of working and change management.
With this approach, we can help our clients develop the four key elements of digital personalization.
We’ve worked with leaders in personalization—and empowered others to join their ranks. Some examples of our impact include the following.
Personalized Marketing for the Retail Industry. We helped our client realize an increase in annual revenue of $300 million by implementing one-to-one marketing—experiences based on preferences, usage, location, and context relevant to individual customers.
Cross-Selling for Retail Banking. Through customer-specific offers and recommendations based on life events, we helped our client increase its offer conversion rates by 30%.
Capability Build and Agile Teaming for the Airline Industry. We helped our client realize $50 million to $100 million in incremental revenue through a six-month pilot while scaling up an internal marketing team of 90 to work in agile, cross-functional squads.
Recommendation Engine Build for US Biopharmaceuticals. We built a “next best action” engine driven by machine learning to recommend the right offer in the right channel, leading to a 3% increase in volume and a 10% increase in acceptance.
Our personalization consulting draws upon a unique combination of industry, technology, and functional expertise. We leverage agency-like capabilities, cutting-edge analytics, and an array of proprietary tools. Some of our key personalization resources include:
One of the first actions our personalization consultants take is to measure a company’s existing capabilities. Our personalization maturity assessment provides fast and comprehensive insight on where things stand—and where to focus to operationalize marketing personalization at scale, and create value, quickly.
Developed in partnership with Google, this online survey measures six key dimensions of data-driven marketing and generates a report that benchmarks your organization against others in your industry. Recommendations on the basis of these results can help you step up your game.
An analytics powerhouse with a business backbone, BCG GAMMA unleashes the power of data to spark new growth—and new possibilities. Its global team of world-class data scientists comprises experts in AI, machine learning, and marketing personalization engines, and in using data to drive business transformation.
With experts in martech architecture, design, and implementation, BCG Platinion has helped companies across industries implement end-to-end digital transformation. Our martech experts have deep experience in selecting, integrating, and scaling both leading large platforms and specialized software-as-a-service solutions to help companies realize the full potential of data and personalization.
While our personalization consulting is technology agnostic, we can leverage BCG Digital Ventures capabilities, including a real-time, cloud-based personalization platform that applies machine learning to create, deliver, and manage segment-of-one offers.
Customers have come to expect personalization. Brands should start with the messaging and use data as fuel to power an “intelligent experience engine.”
BCG partnered with Google to examine how companies of all sizes can position themselves to capture growth opportunities in their retail media business.
Companies looking to make a step change in customer and consumer engagement should investigate this powerful new technology now.
There’s gold at the end of the personalization rainbow. To get it, retailers need to focus on the customer experience, technology, and operating models.
With a privacy-first approach to data-driven marketing, companies can build trust with consumers and create lasting value, new research from BCG and Google shows.
Our experts have run large-scale personalization programs across industries and geographies, honing one-to-one marketing strategies and building the enablers for sustainable success.
