General Motors’ Norm de Greve explains how GM, BCG, and Microsoft partnered to harness AI-driven targeting and measurement, turning a clearer customer focus into stronger marketing performance.
An AI-First Approach to Marketing Reinvention
Personalization requires expertise in building and executing strategies across data flows, AI solutions, and the MarTech landscape. Fabriq Personalization AI by BCG X utilizes AI innovation while orchestrating leading market platforms.
2-3x
increase in customer engagement
2-5%
increase in in-store traffic
30-50%
increase in marketing ROI
6-10%
sales lift
15%
average total basket lift
Inside Fabriq Personalization AI by BCG X: Our Marketing Personalization Platform
Determining how to get different techniques and platforms to be accretive together is a vital new skill marketers require to derive value from their technology investments and to maximize the value they can create. Over the past several years, we’ve increasingly supported sophisticated marketing transformations to help our clients—marketers and CMOs, in particular—realize outcomes from their existing data and MarTech investments. Building on this experience, Fabriq Personalization AI by BCG X bridges business and technology leaders to unlock greater value from those investments, bringing together our most powerful learnings with constantly evolving data science libraries, architecture frameworks, and omnichannel integration patterns.
Fabriq Personalization AI by BCG X is part of our personalization playbook, enabling our clients to move faster and partner more deeply with technology and AI leaders. It’s not a standalone or licensable product, but an accelerator deployed alongside clients, with solutions and methodologies embedded so they can own and scale them going forward. When you engage BCG X, you have access to a team with deep, cross-functional expertise, equipped with a powerful toolkit meant to leapfrog the technical learning curve of weaving AI and GenAI approaches into the market-leading MarTech suites—we focus on driving business outcomes and accelerating success.
Who Benefits from Fabriq Personalization AI?
Our marketing personalization platform enables marketers to focus on innovation, while engineers and data scientists have access to scalable paradigms that reach the granularity of 1:1 at one-tenth of the campaign creation time.
Marketers
Empower marketers through templatization and automation of gamified, end-to-end marketing constructs—resulting in campaigns built and launched in a matter of minutes, versus weeks or months.
Engineers
Provide engineers with production-ready tools to manage infrastructure, automation, and scaling of marketing-focused applications.
Data Scientists
Embed predeveloped machine-learning and AI solutions and empower data scientists to create their own specialized AI solutions, resulting in millions of offer variations.
How Fabriq Personalization AI by BCG X Works
There are several layers to a personalized marketing platform. It is crucial to feed the right data into the right models and ensure the right execution and measurement. It is also imperative to scale and continually improve customer journeys. We recognize that different companies are at different stages of the transition to personalized marketing. Some have invested heavily in analytics, talent, and technologies; others are just starting out.
Fabriq Personalization AI by BCG X is built on a modular approach. Companies can leverage any module they need to develop and connect the layers—and activate their use cases with greater speed and efficiency. All modules can work in isolation, work as a system, and integrate into any existing stack.
Fabriq Personalization AI by BCG X is built on a modular approach. Companies can leverage any module they need to develop and connect the layers—and activate their use cases with greater speed and efficiency. All modules can work in isolation, work as a system, and integrate into any existing stack.
Offer Library
- Battle-tested templates that infuse machine learning to individualize multiple aspects of offers and customer experiences
- Purpose-built modules that drive business objectives, making it easy for marketers to create intuitive experiences for customers with minimal development
State Machine
- Patented capabilities that track individualized multistep customer experiences in real time
- Not a journey builder—rather, an intelligence layer that informs journey builders, journey optimization, and marketing clouds to execute experiences in highly individualized ways and get the most value from those platforms
Machine-Learning Workbench
- A module that enables easy use of industry standard open-source tools to build AI-driven experiences and automate them for scale using best practices
- Customizable feature engineering, models, and automation that complement your existing analytics applications
Experimentation & Measurement
- Flexible experimentation frameworks that enable quick test-and-learn campaigns at scale
- Proven and customizable measurement methodologies that cater to businesses’ and marketers’ needs to evaluate performance and KPIs with statistical significance
Marketer-Friendly Tools
- Marketer-focused web-based tools that allow full access to build, launch, and manage one-to-one personalized campaigns without relying on data science and engineering teams to translate code into action
The Benefits of Fabriq Personalization AI by BCG X
Fabriq Personalization AI helps companies focus on outcomes—combining technical and human capabilities in ways that complement and supplement each other. When you can boost the velocity of execution, drive fast course correction, and focus on innovation, you get a personalization program where the whole is greater than the sum of its parts.
Fabriq Personalization AI is technology agnostic. We natively integrate with any tech stack or leading digital personalization platform. And it is often used to orchestrate across multiple solutions creating an integrated ecosystem that avoids technology or platform silos, and enables business insights and value creation. Its APIs, tools, and codebase—spanning analytics, security, and infrastructure—become the clients’ solution in perpetuity, with the freedom to customize as they see fit and develop their own IP. Clients who deploy Fabriq Personalization AI to deliver customized marketing have seen impressive results for engineers, data scientists, and marketers:
Fabriq Personalization AI is technology agnostic. We natively integrate with any tech stack or leading digital personalization platform. And it is often used to orchestrate across multiple solutions creating an integrated ecosystem that avoids technology or platform silos, and enables business insights and value creation. Its APIs, tools, and codebase—spanning analytics, security, and infrastructure—become the clients’ solution in perpetuity, with the freedom to customize as they see fit and develop their own IP. Clients who deploy Fabriq Personalization AI to deliver customized marketing have seen impressive results for engineers, data scientists, and marketers:
1.
Speed to Market
Can be deployed on any major cloud provider within hours
Jumpstarts your tech capability by up to 18 months
Helps you build and launch in days rather than weeks
Jumpstarts your tech capability by up to 18 months
Helps you build and launch in days rather than weeks
2.
Automation
Automates the machine-learning operational tasks required to build, scale, and manage pipelines
Leverages industry standard open-source tools you already use
Leverages industry standard open-source tools you already use
3.
Fully Customizable
Augments your existing tech stack to realize its full potential
Uses open-source code and applications
Includes industrialized pipelines for popular algorithms that can scale out of the box
Uses open-source code and applications
Includes industrialized pipelines for popular algorithms that can scale out of the box
4.
Self-Help Marketing Tool
Launches millions of variations of campaigns and offers with a few clicks using offer templates
Builds, manages, scales, and measures one-to-one personalized campaigns
Comes with BCG’s IP and research
Builds, manages, scales, and measures one-to-one personalized campaigns
Comes with BCG’s IP and research
Our Clients’ Success in Customized Marketing
Fabriq Personalization AI by BCG X has unlocked personalized marketing solutions for companies in a variety of industries, including retail, health care, travel, insurance, and financial services. Here are some examples:
$1 billion
in incremental sales
We deployed Fabriq Personalization AI by BCG X to help a global B2B food service distributor improve customer experiences—and drive top-line growth—through personalization. An initial wave of multiple use cases (including direct-to-customer offers and order prediction and suggestions) sparked $1 billion in incremental sales. Crucially, BCG’s experts looked beyond the algorithms. Feedback from customers and field sales teams helped us improve the analytics models and zero in on high-priority features. Coaching, new sales processes, and new ways of working will help ensure sustained impact.
83%
increase in new accounts
For a health plan, customized marketing was the key to simultaneously enhancing experiences, controlling costs, and improving care quality. Using Fabriq Personalization AI by BCG X, we launched more than 100 initiatives, including care nudges to flag health screenings and next-best actions to reduce surprise billing. For example, Fabriq Personalization AI made it possible to suggest when a member should check preferred labs for an upcoming visit or confirm drug coverage before heading to the pharmacy. Early returns include a 39% increase in email open rates, an 83% jump in new account creation, and—with a 19% rise in net promoter score—higher member satisfaction.
2024 SIIA CODiE Award: Best Marketing Solution
BCG and BCG X won the 2024 CODiE Award for Best Marketing Solution for Fabriq Personalization AI by BCG X. The award recognizes the best solution that enables companies to plan, target, market, and measure the effectiveness of campaigns promoting products and services to consumers and/or businesses online, off-line and via mobile devices. The CODiE Awards judges noted, “Fabriq Personalization AI by BCG X empowers marketers with a powerful suite of tools for real-time personalization, media spend optimization, and seamless campaign management with existing tech stack. Its ability to bridge the tech gap, cater to diverse campaign goals, and deliver measurable results makes it a super competitive solution for brands looking to personalize customer experiences and maximize marketing ROI.”
Our Experts
Meet Our Fabriq Personalization AI by BCG X Team
The experts behind our marketing personalization platform help clients unlock value with their personalization technology. Here are some of our customized marketing experts.
Our Insights on Customized Marketing
Fabriq Personalization AI enables Marketing teams to be more efficient and creative, helping them forge more personalized connections with customers.
Personalization is a $2 trillion opportunity. BCG's new book offers a playbook for using AI to capture your share of this personalization prize.
Enable your business to cultivate a profound understanding of your customer base. Fabriq Identity is BCG X’s all-in-one customer data solution to optimize marketing efforts, build personalized customer experiences at scale, and develop highly tailored marketing strategies. Utilizing refined machine learning models and leveraging data from industry-leading third-party vendors, Fabriq Identity enriches customer profiles with thousands of attributes encompassing demographic information, purchasing patterns, and digital engagements.
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