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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span 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-93858" class="et_pb_post post-93858 lesson type-lesson status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-personalization-within-the-organization article-function-leadership article-type-thought-leadership course-personalization-and-targeting"><div class="lesson-content-sidebar"><div class="lesson-content-sidebar-inner" style="background-color: #dbcdeb"><div class="lesson-content-sidebar-header"><h4>Personalization & Targeting Course</h4></div><style>@media only screen and (max-width: 1199px) {
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}</style><div class="lesson-content-sidebar-list"><ol><li class=""> <a href="https://www.dynamicyield.com/lesson/web-personalization/">Introduction to website personalization</a> <span class="mark-as-read" data-id="105"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/opportunity-cost-personalization/">The opportunity cost associated with personalization</a> <span class="mark-as-read" data-id="96260"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/roles-of-a-personalization-and-optimization-team/">The Roles & Structure of an Agile Personalization & Optimization Team</a> <span class="mark-as-read" data-id="8302"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/a-scalable-personalization-framework/">Building a personalization framework designed to scale</a> <span class="mark-as-read" data-id="118341"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/anonymous-visitor-tracking/">Segmentation and targeting for anonymous visitors</a> <span class="mark-as-read" data-id="26391"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/targeting-high-value-customers/">Identifying your most valuable customer segments</a> <span class="mark-as-read" data-id="116933"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/personas-into-data-driven-profiles/">Turning Personas into Data-Driven Profiles for Segmentation</a> <span class="mark-as-read" data-id="32594"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/">One-to-one targeting with 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href="https://www.dynamicyield.com/lesson/personalization-pioneers-fjallraven/">Full-scale personalization: A Fjällräven case study</a> <span class="mark-as-read" data-id="19397"></span> <span class="article-read-mark">Already read</span></li></ol><div class="view-all-courses-wrap"> <a href="https://www.dynamicyield.com/learning-paths/" class="view-all-courses">Discover more courses<svg xmlns="http://www.w3.org/2000/svg" width="10.928" height="9.501" viewBox="0 0 10.928 9.501" style=" "><path d="M10.929,4.753a.859.859,0,0,0-.19-.491L6.938.224A.835.835,0,0,0,5.892.16.736.736,0,0,0,5.9,1.2L8.577,4.041H.746a.733.733,0,0,0-.734.586.711.711,0,0,0,.7.84H8.577L5.9,8.3a.784.784,0,0,0-.008,1.038.8.8,0,0,0,1.037-.063l3.8-4.039a.652.652,0,0,0,.2-.483Z" transform="translate(-0.001 -0.003)"/></svg></a></div></div></div></div><div class="article-content"><div class="lesson-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/learning-paths/" title="Learning Paths">Learning Paths</a> <a href="https://www.dynamicyield.com/course/personalization-and-targeting/">Personalization & Targeting</a></div><h1 class="article-title">How to create an ongoing culture of experimentation</h1><h2 class="article-excerpt">Continuous optimization of the customer experience stems from instilling a deep sense of understanding around new concepts, mentalities, and goals.</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/shana-126.jpg" alt="Shana Pilewski" 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/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div><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/BenMalki-92.png" alt="Ben Malki" 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/benmalki/" title="Posts by Ben Malki" rel="author">Ben Malki</a></div><div class="article-author-title-text"> Director of Customer Success, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here’s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Personalization is an ongoing process, not a one-time project. It requires continuous experimentation, data analysis, and iteration to be successful.</li><li style="margin: 10px 0;">Building a culture of experimentation is crucial for personalization success. This means having executive buy-in, clear communication across departments, and empowering teams to take risks and learn from failures.</li><li style="margin: 10px 0;">Breaking down silos between departments is essential for effective personalization. Teams need to collaborate and share data to create a holistic view of the customer.</li><li style="margin: 10px 0;">Personalization done right can lead to significant ROI and improved customer experience. By understanding your customers and delivering relevant experiences, you can build stronger relationships and drive business growth.</li></ul></div><p></p><p>Companies across industries from all over the world are getting into the business of personalization at <a href="https://www.dynamicyield.com/personalization-maturity/">faster rates of adoption</a> than ever before. A powerful driver of revenue, at one time (not long ago), executives and marketers questioned the importance of tailored interactions on the customer experience – now, they’re asking how to deliver them. </p><p>A complex field with lots of moving parts and various potential applications that transcend marketing channels, without a proper ecosystem built around it, even the most comprehensive personalization tool will flounder to generate meaningful results.</p><p>In this post, we’ll walk through the organizational commitment and collaboration necessary to create a culture of experimentation.</p><h2>Personalization is a full-fledged discipline</h2><p>Like any marketing area of specialty within the org, effective execution relies heavily on selecting the right talent, orchestrating relationships and collaboration between departments and stakeholders, prioritizing initiatives, and then baking <a href="https://www.dynamicyield.com/article/personalization-guide/">personalization</a> into current workflows and processes for ease of implementation. </p><p>Back when personalization meant connecting CRM data to an <a href="https://www.dynamicyield.com/glossary/email-service-provider/">email service provider (ESP)</a> for customization of a *|FNAME|* in the body of an email, it was easy enough for an Email Marketing Manager to connect with the Retention Specialist to make this happen. Although, poor data management practices meant this often backfired, leading to a less than optimal experience. </p><p>But long gone are those days, and today, the number of <a href="https://www.dynamicyield.com/personalization-examples/">personalization examples</a> are so vast, marketers can no longer simply stop by Susie’s desk and request a spreadsheet of the most up-to-date customer list to import for the next email blast. Spanning channels, strategies, and teams, cross-functional orchestration of personalization is not just optional, it’s required. </p><p>This can be particularly difficult as it tests organizational communication in a way that other digital competencies do not. Not only must technical, business, and creative teams work closely together but every department from brand to acquisition, merchandising, and development will be impacted. </p><h2>Personalization is rooted in experimentation </h2><p>A strong executive sponsor or senior management team must invest heavily in tearing down any existing organizational silos, communicating clear objectives to the <a href="https://www.dynamicyield.com/lesson/roles-of-a-personalization-and-optimization-team/">various stakeholders and departments</a>, as well as how they will begin working together. Programs can quickly lose steam right out of the gate if the individuals involved do not fully comprehend their roles or the potential impact personalization poses to the larger business strategy.</p><div class="blog-ebook-cta" style="display: inline-block; margin-top: 10px;"><span style="font-weight: 600;"><b>How to Pitch Personalization to Your Boss</b></span><br /> Here’s everything you’ll need to turn your boss into a champion of the customer experience.</p><div class="ebook-cta-button"><a class="Read-Now-cap" style="color: #fff; text-transform: uppercase; font-weight: 400;" href="https://www.dynamicyield.com/blog/pitching-personalization-to-your-boss/">LEARN MORE ›</a></div></div><p>This person(s) is responsible for empowering teams to execute through a “fail fast, fail forward” approach, instilling the idea that all campaigns are important learning opportunities, even those that produce negative results. Giving teams the space to experiment fosters acceptance and commitment, ultimately accelerating the ability to launch campaigns and maximize performance. Bogging teams down with burdensome requirements limits this, and by definition, waters down a team’s creativity, obstructing powerful experiences from positively impacting the business.</p><p>For those well-versed in the land of <a href="https://www.dynamicyield.com/lesson/introduction-to-ab-testing/">A/B testing</a>, a test and learn mentality may already be a part of an organization’s DNA, making the transition into the world of personalization more fluid. However, with a unique set of new applications and complexities, a deeper level of optimization is necessary to achieve true personalization. Therefore, previous notions, concepts, mentalities, KPIs, and ways of operating will have to evolve, level setting those entering the field. </p><p>Finally, serving the right content to the right audience at various stages of the <a href="https://www.dynamicyield.com/glossary/customer-journey/">customer journey</a> relies heavily on data, so organizations should use this to dictate action rather than opinion. </p><h2>Personalization is an ongoing process</h2><p>Decoding a customer’s needs, wants, and behaviors stems from <a href="https://www.dynamicyield.com/glossary/continuous-optimization/">continuous optimization</a>, the process of coming up with new tests based on available data, prioritizing them within a testing roadmap, and then executing, analyzing, and iterating on campaigns for efficiency. This cycle is never-ending, and organizations need to understand that even with the most advanced technology (which <em>can </em><a href="https://www.dynamicyield.com/glossary/multi-armed-bandit/">automate aspects of this work</a>), personalization is not meant to be set it and forget it. </p><p>In addition to patience and persistence, teams must be pushed to think very strategically about whether a test has a clear objective, what insights are meant to be extracted, how an experience ties back to business goals, and most importantly if it’s customer-centric. Asking these types of questions is key to ensuring scalable results, which is why personalization should be thought of as a long-term program and not a series of smaller projects.</p><h2>Getting it right is worth the energy</h2><p>Companies need to do their due diligence, ironing out how personalization fits into the larger business strategy as well as the exact impact on key stakeholders and their respective teams, jobs, responsibilities, and even MBOs. A vision for personalization should be well-documented, with clear goals set for what is wished to be accomplished, and frequently communicated to ensure alignment throughout the organization.</p><p>Doing all of this work upfront will allow businesses to quickly see ROI, and early success stories can do wonders for the acceptance and sustainability of a program, turning into exponential growth.</p><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> <a href="https://www.dynamicyield.com/course/personalization-and-targeting/">Personalization & Targeting</a></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/personalization-within-the-organization/">Personalization within the Organization</a></div><div class="article-pagination"><h5>Continue reading</h5><div class="article-pagination-row lc-flex"> <a rel="next" style="background-color: #dbcdeb" class="article-next-link pagination-link" href="https://www.dynamicyield.com/lesson/personalization-pioneers-fjallraven/" title="Full-scale personalization: A Fjällräven case study">Full-scale personalization: A Fjällräven case study</a><a rel="prev" style="background-color: #dbcdeb" class="article-previous-link pagination-link" href="https://www.dynamicyield.com/lesson/popup-seo-impact/" title="The Impact of Popups, Overlays, and Interstitials on SEO">The Impact of Popups, Overlays, and Interstitials on SEO</a></div></div></div></div></div></article></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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}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
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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>