Personalization is a competitive differentiator across industries—and leaders have a serious advantage. BCG’s approach to customer personalization enables organizations to achieve ten times the growth in marketing speed and scale.
Personalization is driving big numbers across sectors. Financial services companies are using personalized marketing to increase revenue by more than 30%; health care organizations are improving ROI up to 300%; and retail brands are increasing incremental revenue by $1 billion over three years.
Personalization leaders see 7%–10% revenue compound annual growth rate versus 3%–4% for bottom-to-average players.
BCG’s personalization consulting team acts as a strategic partner and advisor on your personalization journey. We work side-by-side with your team to bring a combination of artificial intelligence and organizational intelligence across data, technology, strategy, and ways of working.
Delivering on these five pillars helps organizations to engage customers and market to prospects in a fundamentally different way; one that creates a self-funded cycle through audience-based insights and technology, while avoiding the common roadblocks company’s face in their personalization efforts.
BCG’s personalization consulting toolkit 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 to help companies build scalable personalization businesses. Some of our key personalization consulting resources include:
Our personalization consulting experts have quantified our learnings into the BCG Personalization Index™, an assessment of personalization maturity at both the individual company and industry levels. The insights from this assessment will help you to prioritize your strategic roadmap, drive growth, and improve customer satisfaction.
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Developed in partnership with Google, this survey measures four key drivers of data-driven marketing and generates a report that benchmarks your organization against others in your industry. Recommendations from the results will help you step up your game.
BCG’s tech build and design unit brings together advanced tech knowledge and ambitious entrepreneurship to help organizations understand personalization marketing trends, build a marketing personalization platform, and enable innovation at scale. Its global team of world-class technologists, scientists, programmers, engineers, and designers includes experts using AI, machine learning, and data to drive business transformation through personalization.
A state-of-the-art set of tools, modules, and integration capabilities, Fabriq by BCG enables users to integrate our modular architecture into their existing technology stack and implement new digital personalization initiatives quickly and effectively, without further scaling or refactoring efforts.
Our personalization consulting team has worked with leaders in personalization—and empowered others to join their ranks. Some of the best examples of personalization success include:
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.
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Our personalization consulting experts have created large-scale personalization programs across industries and geographies, honing one-to-one marketing personalization strategies, and building the enablers for sustainable, long-term success.
