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Personalization

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.

Companies that master personalization can increase their growth rates by 6% to 10%. And delivering the right experience through the right channel at the right time allows businesses to improve marketing efficiency, boost digital sales, and build stronger relationships with their customers. Yet few companies are tapping the full potential of one-to-one marketing.

We view personalization as a journey: one that ultimately touches upon every way in which a business interacts with its customers. We help companies develop a bold vision for where they want to go. But just as important, we help them take a path that generates value quickly while building the capabilities that let them set their own course ahead.


Our Approach to Personalization

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.


Our Personalization Capabilities

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:

BCG GAMMA

BCG Platinion

Personalization Maturity Assessment

Data-Driven Marketing Assessment

BCG Digital Ventures

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BCG on Marketing, Sales, and Pricing

Customer expectations are rising—are you ready to meet them? Explore our latest insights and thought leadership.

Meet our Personalization Consulting Team

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.

Our Client Work in Personalized Marketing

We’ve worked with leaders in personalization—and empowered others to join their ranks. Some examples of our impact include the following.

Making the Most of Consumer Data at Nestle

Becoming the World’s Most Personalized Brand 

 
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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.

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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%.

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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.

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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.

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How to Prepare for the Future of Work

Personalization is among the marketing imperatives for building functions of the future.

Learn More About Personalization

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