On September 21, 2023, global tastemakers and customer experience leaders convened at St. Ann’s Warehouse in Brooklyn to learn and share the latest in innovative testing and personalization strategies at the third Personalization Pioneers event of the year.
If you were unable to attend Personalization Pioneers NYC, fear not: We’ve collected some of the most valuable lessons and insights from the day’s content programming below (as well as via this key learnings report). And be sure to check out the rest of our tour dates and locations to see if you might be able to join us later this fall.
1. The fourth industrial revolution may be driven by AI, but its success is predicated on human input
This year, Ori Bauer, CEO of Dynamic Yield by Mastercard, was planning a family vacation to Umbria, Italy. Wanting to one-up his daughter, who had previously mocked him for using Google rather than TikTok for recommendations the previous year, Ori enlisted Chat-GPT as his personal travel agent. It came up with an Instagram-worthy itinerary that provided detailed, personalized recommendations for every aspect of the trip—lodging, activities, and meals. While the trip looked great on screen, there was one tiny problem: The villas ChatGPT had recommended the family stay in… did not exist. The technology definitely saved Ori time planning the trip, but it wasn’t able to completely substitute all the work of a travel agent.
In his keynote “How to Find Your Personalization Edge,” he reminded attendees that while AI can solve unique problems in the industry and offers the promise of scaling experience delivery and optimization, it’s not a panacea. Just like his itinerary needed human control to elevate the outcome, so does personalization. While AI can be used to predict, adapt and achieve, humans have a responsibility to remain the essential architects of the strategy behind these goals—and the brands that invest in augmenting a solid, human-informed strategy with advanced technology, rather than relying on it or completely shunning it, will be those who win in a time of increased customer acquisition costs and economic uncertainties.
2. Your customers are already telling you what they need with every interaction
Julia Paulsen, Director of eCommerce Nordics at Elkjøp, has always had her sights on “true personalization” for users of the biggest eCommerce site in the region, which generates over 500 million sessions a year: Where elements of the digital experience adjust for the individual or audience. However, while the personalization team at the leading consumer electronics retailer had gotten great at providing product recommendations along the user journey, they still had a long way to go from the program acting as a critical pillar in future-proofing the business. Julia recognized that the brand’s recommendations could be seen as closer to social engineering their customers to make purchases rather than helping them solve problems.
In her keynote “How to Beat the Personalisation Hype and Provide Real Customer Value,” Julia shared that while Elkjøp’s product recommendation strategy was good enough to impact the company’s bottom line, there was still enormous untapped potential in the clues that customers were dropping with every scroll, click, and bounce. All her team had to do was test and measure the impact of various site elements on the user journey.
For example, they created a pop-up to educate customers on a product’s insurance options and tested the headline, copy, and image across their core audiences. They found that while new users preferred seeing all possible insurance options, returning users often bought the same insurance for all products. So once a preference was indicated, the team personalized the pop-up to display only the preferred option going forward.
3. If you’re new to personalization, start with sustainable best practices—your own strategy will emerge organically from here
A $7 billion global brand that redefined how people enjoy coffee at home, Nespresso began its personalization journey two years ago with its US market. In his keynote “Brewing Successful Personalization: A Blend of Strategy and Team Structure,” Ian Bennett, the company’s Senior Digital Commerce Optimization Specialist, discussed how he started the program based on sustainable best practices.
The team started with simple product recommendation modules, A/B testing not design or creative, but algorithms. The team noticed that performance differed by audience and that design and creative could enhance this experience even further. For example, member audiences enjoyed more enhanced designs with in-depth information, while prospects were drawn to more streamlined displays. Building on initial ad hoc tweaks, an omnichannel guided selling roadmap emerged almost naturally, allowing them to target and achieve the largest opportunities.
4. Let customers lead the way on where and how to incorporate personalized experiences
While companies think they can deliver satisfying customer experiences, US consumers beg to differ—with all the devices, platforms, and channels they interact with, they experience an endless amount of brand touchpoints on a daily basis, but don’t always get what they want immediately and in context. In her keynote, “How to Deliver Personalization That Your Customers Really Want,” Jessica Liu, Principal Analyst at Forrester, said that there is a large opportunity for companies to win in these moments across the customer lifecycle by using personalization to frame, guide, extend, and enhance interactions based on a person’s history, preferences, context, and intent.
For example, the earlier in the customer relationship, less individualized messaging will work until the relationship matures, whereas customers will be more receptive to more personalization the longer they’ve interacted with the brand—and the more winning personalized interactions create loyalty. Think about it like dating: You’d most likely scare a potential partner if you dropped intimate details into the conversation on a date, but you’d expect a long-term partner to cater to your needs and preferences within every interaction, and if they didn’t, you’d probably end things.
For a balanced, sustainable personalization program, let this strategy lead which data and tech stack you use to personalize the type of moment—not just your company’s perspective.
5. Evangelization of results is just as important as running your A/B tests
All Pioneering speakers were in agreement on one thing: A personalization program is only as good as its advocates. The most important thing to add to your testing roadmap is opportunities for visibility and collaboration—whether it’s a shared project calendar, standing meeting, or regularly sent findings report.
For Julia Paulsen at Elkjøp, evangelizing the results of A/B tests allowed her team to gain the organizational support to reprioritize their investments to focus on high-impact areas, testing different contexts and content to see which best helped the individual customer advance towards the right products–a step closer to their goal of true personalization.
Ian Bennett from Nespresso found the impact of personalization evangelization also followed this natural path: While it started as an add-on, with every test, it has become an essential business function. There’s a central calendar for projects as well as a regular forum to share test hypotheses and results across the business—all of which are considered at the beginning of all processes.
And during a panel discussion on the topic of operating models, Al Lee, VP of Digital & Technology at JM Bullion, shared that his core team started with just two members, but by prioritizing monthly updates with executive management, they were able to gain engagement and buy-in to expand the program to where it is today: impacting $2 billion in revenue a year. On the same panel, Ann Marie Ippoliti, VP of Digital eCommerce at Michael Kors, said that daily business updates have highlighted data-driven, brand-appropriate opportunities and opened collaboration for integrating the newer business function in additional high-impact legacy areas.
Join us on our next stop
Personalization Pioneers is still touring! If you want to sit in for a deeper understanding of the latest trends, next-level tactics, high-impact use cases and methodologies, and make meaningful connections with other pioneers who live and breathe personalization, we’d love to have you.
Here’s where we’re heading next:
Berlin – 25-26 Oct 2023 (Join the waitlist)
Singapore – 1 Nov 2023 (Sign up here)
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}</script> <link rel="shortcut icon" href="https://www.dynamicyield.com/wp-content/uploads/2018/11/favicon-194x194.png" /><link rel="amphtml" href="https://www.dynamicyield.com/blog/personalization-pioneers-nyc-2023-recap/amp/"></head><body class="post-template-default single single-post postid-204813 single-format-standard wp-featherlight-captions et_fixed_nav osx et_right_sidebar chrome et_includes_sidebar elementor-default default_header"><div id="page-container"><header id="main-header" class="et_nav_text_color_dark"
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class="nav"></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li><li class="has-dropdown product menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="product" title=""> <a href="">Product</a></li><li class="has-dropdown solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="solutions" title=""> <a href="">Solutions</a></li><li class="has-dropdown why_dy menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="why-dynamic-yield" title="Why DY"> <a href="">Why Dynamic Yield</a></li><li class="has-dropdown company menu-has-cta menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="company" title=""> <a href="">Company</a></li><li class="has-dropdown learning_center menu-has-cta top-link-use-cases menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="learning-center" title=""> <a href="">Learning Center</a></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul></nav><div class="morph-dropdown-wrapper"><div class="dropdown-list"><div class="dropdown-tooltip"></div><ul><li id="product" class="dropdown links"><a href="" class="label">Product</a><div class="content"><ul><li class="intro"><div class="exp_os-wrapper"><h2>Experience OS</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization terms</span></a></li><li class="resources-use-cases menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/personalization-examples/">Inspiration Library<span>Personalization examples from real brands</span></a></li><li class="resources-maturity menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/personalization-maturity/"><strong class="badge-new">Personalization Maturity</strong><span>How global businesses prioritize personalization</span></a></li><li class="resources-guides menu-item menu-item-type-custom menu-item-object-custom"><a href="/guides/">Guides & reports<span>Comprehensive topic-specific materials</span></a></li><li class="resources-benchmarks menu-item menu-item-type-custom menu-item-object-custom"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks<span>Industry performance metrics and insights</span></a></li></ul></li><li class="bottom"><a href="/rooted-personalization/" target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-204813" class="et_pb_post post-204813 post type-post status-publish format-standard has-post-thumbnail hentry category-company tag-personalization-pioneers-summit"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><h1 class="article-title">The Main Learnings from Personalization Pioneers New York 2023</h1><h2 class="article-excerpt">From strategy and team organization to data feeds and tech stacks, find your program’s edge with the day’s learnings.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/LizSteelman-142.jpeg" alt="Liz Steelman" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/lizsteelman/" title="Posts by Liz Steelman" rel="author">Liz Steelman</a></div><div class="article-author-title-text"> Content Manager, Brand and Social</div></div></div></div><div class="entry-content article-entry-content"><p><script src="https://fast.wistia.com/embed/medias/qhfd3vcdmb.jsonp" async></script><script src="https://fast.wistia.com/assets/external/E-v1.js" async></script></p><div class="wistia_responsive_padding" style="padding:56.25% 0 0 0;position:relative;"><div class="wistia_responsive_wrapper" style="height:100%;left:0;position:absolute;top:0;width:100%;"><div class="wistia_embed wistia_async_qhfd3vcdmb seo=true videoFoam=true" style="height:100%;position:relative;width:100%"><div class="wistia_swatch" style="height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;"><img decoding="async" src="https://fast.wistia.com/embed/medias/qhfd3vcdmb/swatch" style="filter:blur(5px);height:100%;object-fit:contain;width:100%;" alt="" aria-hidden="true" onload="this.parentNode.style.opacity=1;" /></div></div></div></div><p></p><p>On September 21, 2023, global tastemakers and customer experience leaders convened at St. Ann’s Warehouse in Brooklyn to learn and share the latest in innovative testing and personalization strategies at the third <a href="https://personalizationpioneers.com/">Personalization Pioneers</a> event of the year.</p><p>If you were unable to attend Personalization Pioneers NYC, fear not: We’ve collected some of the most valuable lessons and insights from the day’s content programming below (as well as via <a href="https://www.dynamicyield.com/wp-content/uploads/2023/09/Personalization-Pioneers-NYC_-Key-Learnings-Report-1-1.pdf" rel="noopener noreferrer" target="_blank">this key learnings report</a>). And be sure to check out the rest of our tour dates and locations to see if you might be able to join us later this fall.</p><h2>1. The fourth industrial revolution may be driven by AI, but its success is predicated on human input</h2><p>This year, Ori Bauer, CEO of Dynamic Yield by Mastercard, was planning a family vacation to Umbria, Italy. Wanting to one-up his daughter, who had previously mocked him for using Google rather than TikTok for recommendations the previous year, Ori enlisted Chat-GPT as his personal travel agent. It came up with an Instagram-worthy itinerary that provided detailed, personalized recommendations for every aspect of the trip—lodging, activities, and meals. While the trip looked great on screen, there was one tiny problem: The villas ChatGPT had recommended the family stay in… did not exist. The technology definitely saved Ori time planning the trip, but it wasn’t able to completely substitute all the work of a travel agent.</p><p>In his keynote “How to Find Your Personalization Edge,” he reminded attendees that while AI can solve unique problems in the industry and offers the promise of scaling experience delivery and optimization, it’s not a panacea. Just like his itinerary needed human control to elevate the outcome, so does personalization. While AI can be used to predict, adapt and achieve, humans have a responsibility to remain the essential architects of the strategy behind these goals—and the brands that invest in augmenting a solid, human-informed strategy with advanced technology, rather than relying on it or completely shunning it, will be those who win in a time of increased customer acquisition costs and economic uncertainties.</p><p><img fetchpriority="high" decoding="async" class="alignnone size-full wp-image-204613" src="https://www.dynamicyield.com/wp-content/uploads/2023/09/1.-Ori-Keynote-Final-PPT-Version-PPS-NY-2023-FINAL-3.jpg" alt="" width="960" height="540" /></p><h2>2. Your customers are already telling you what they need with every interaction</h2><p>Julia Paulsen, Director of eCommerce Nordics at Elkjøp, has always had her sights on “true personalization” for users of the biggest eCommerce site in the region, which generates over 500 million sessions a year: Where elements of the digital experience adjust for the individual or audience. However, while the personalization team at the leading consumer electronics retailer had gotten great at providing product recommendations along the user journey, they still had a long way to go from the program acting as a critical pillar in future-proofing the business. Julia recognized that the brand’s recommendations could be seen as closer to social engineering their customers to make purchases rather than helping them solve problems.</p><p>In her keynote “How to Beat the Personalisation Hype and Provide Real Customer Value,” Julia shared that while Elkjøp’s product recommendation strategy was good enough to impact the company’s bottom line, there was still enormous untapped potential in the clues that customers were dropping with every scroll, click, and bounce. All her team had to do was test and measure the impact of various site elements on the user journey.</p><p><img decoding="async" class="alignnone size-full wp-image-204618" src="https://www.dynamicyield.com/wp-content/uploads/2023/09/Elkjop-Keynote-PPS-New-York-2023.jpg" alt="" width="960" height="540" /></p><p>For example, they created a pop-up to educate customers on a product’s insurance options and tested the headline, copy, and image across their core audiences. They found that while new users preferred seeing all possible insurance options, returning users often bought the same insurance for all products. So once a preference was indicated, the team personalized the pop-up to display only the preferred option going forward.</p><h2>3. If you’re new to personalization, start with sustainable best practices—your own strategy will emerge organically from here</h2><p>A $7 billion global brand that redefined how people enjoy coffee at home, Nespresso began its personalization journey two years ago with its US market. In his keynote “Brewing Successful Personalization: A Blend of Strategy and Team Structure,” Ian Bennett, the company’s Senior Digital Commerce Optimization Specialist, discussed how he started the program based on sustainable best practices.</p><p>The team started with simple product recommendation modules, A/B testing not design or creative, but algorithms. The team noticed that performance differed by audience and that design and creative could enhance this experience even further. For example, member audiences enjoyed more enhanced designs with in-depth information, while prospects were drawn to more streamlined displays. Building on initial ad hoc tweaks, an omnichannel guided selling roadmap emerged almost naturally, allowing them to target and achieve the largest opportunities.</p><h2><img decoding="async" class="alignnone size-full wp-image-204623" src="https://www.dynamicyield.com/wp-content/uploads/2023/09/Nespresso-Keynote-PPS-New-York-2023.jpg" alt="" width="960" height="540" /> 4. Let customers lead the way on where and how to incorporate personalized experiences</h2><p>While companies think they can deliver satisfying customer experiences, US consumers beg to differ—with all the devices, platforms, and channels they interact with, they experience an endless amount of brand touchpoints on a daily basis, but don’t always get what they want immediately and in context. In her keynote, “How to Deliver Personalization That Your Customers Really Want,” Jessica Liu, Principal Analyst at Forrester, said that there is a large opportunity for companies to win in these moments across the customer lifecycle by using personalization to frame, guide, extend, and enhance interactions based on a person’s history, preferences, context, and intent.</p><p>For example, the earlier in the customer relationship, less individualized messaging will work until the relationship matures, whereas customers will be more receptive to more personalization the longer they’ve interacted with the brand—and the more winning personalized interactions create loyalty. Think about it like dating: You’d most likely scare a potential partner if you dropped intimate details into the conversation on a date, but you’d expect a long-term partner to cater to your needs and preferences within every interaction, and if they didn’t, you’d probably end things.</p><p><img loading="lazy" decoding="async" class="alignnone size-full wp-image-204831" src="https://www.dynamicyield.com/wp-content/uploads/2023/09/2023-09-21_Dynamic-Yield_Speech_for-client.pptx.jpg" alt="" width="1280" height="720" /></p><p>For a balanced, sustainable personalization program, let this strategy lead which data and tech stack you use to personalize the type of moment—not just your company’s perspective.</p><h2>5. Evangelization of results is just as important as running your A/B tests</h2><p>All Pioneering speakers were in agreement on one thing: A personalization program is only as good as its advocates. The most important thing to add to your testing roadmap is opportunities for visibility and collaboration—whether it’s a shared project calendar, standing meeting, or regularly sent findings report.</p><p><b>For Julia Paulsen at Elkjøp</b>, evangelizing the results of A/B tests allowed her team to gain the organizational support to reprioritize their investments to focus on high-impact areas, testing different contexts and content to see which best helped the individual customer advance towards the right products–a step closer to their goal of true personalization.</p><p><b>Ian Bennett from Nespresso</b> found the impact of personalization evangelization also followed this natural path: While it started as an add-on, with every test, it has become an essential business function. There’s a central calendar for projects as well as a regular forum to share test hypotheses and results across the business—all of which are considered at the beginning of all processes.</p><p>And during a panel discussion on the topic of operating models, <b>Al Lee, VP of Digital & Technology at JM Bullion</b>, shared that his core team started with just two members, but by prioritizing monthly updates with executive management, they were able to gain engagement and buy-in to expand the program to where it is today: impacting $2 billion in revenue a year. On the same panel, <b>Ann Marie Ippoliti, VP of Digital eCommerce at Michael Kors</b>, said that daily business updates have highlighted data-driven, brand-appropriate opportunities and opened collaboration for integrating the newer business function in additional high-impact legacy areas.</p><h2>Join us on our next stop</h2><p>Personalization Pioneers is still touring! If you want to sit in for a deeper understanding of the latest trends, next-level tactics, high-impact use cases and methodologies, and make meaningful connections with other pioneers who live and breathe personalization, we’d love to have you.</p><p>Here’s where we’re heading next:</p><p>Berlin – 25-26 Oct 2023 (<a href="https://personalizationpioneers.com/berlin/">Join the waitlist</a>)</p><p>Singapore – 1 Nov 2023 (<a href="https://personalizationpioneers.com/singapore/">Sign up here</a>)</p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/personalization-pioneers-summit/" rel="tag">Personalization Pioneers Summit</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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src="https://www.dynamicyield.com/wp-content/themes/Divi/js/cid-validation.js?ver=21.85" id="cid-validation"></script><script type="text/javascript" src="https://cdnjs.cloudflare.com/ajax/libs/select2/4.0.5/js/select2.min.js" id="select2-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_6ee6e48031ef5dddfe05a9f11136201f.js" id="post-checklist-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_5113be2479418a077e699b1647e0adef.js" id="post-event-cards-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/plugins/wp-featherlight/js/wpFeatherlight.pkgd.min.js?ver=1.3.4" id="wp-featherlight-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_17babe2fc54117766e24bd50889c6577.js?ver=1772275043" id="article-script-js"></script> <script type="text/javascript" id="dc_conversion_api-js-extra">var ajax_obj = {"nonce":"910abf0a29","ajax_url":"https:\/\/www.dynamicyield.com\/wp-admin\/admin-ajax.php","ajax_action":"conversion_api_call"};</script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_34a6a3100a2ecbc7706af2d4c798f856.js?ver=935c7f8ce03960b02800bc8ae3231df8" id="dc_conversion_api-js"></script> <script type="text/javascript" data-noptimize>var dy_search_params = new URLSearchParams(window.location.search);
if(dy_search_params.has('utm_source')) {
localStorage.setItem('utm_source', dy_search_params.get('utm_source'));
}
if(dy_search_params.has('utm_medium')) {
localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
}
if(dy_search_params.has('utm_content')) {
localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
}
if(dy_search_params.has('utm_campaign')) {
localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
}
if(dy_search_params.has('utm_term')) {
localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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