Personalization seems to be the buzzword of the year in digital commerce, so it should be no surprise that the Personalization Pioneers Summit hosted by Dynamic Yield on April 11th and 12th in NYC garnered a strong turnout. More than 200 marketers, merchants, and partners traveled from across the US to attend the two-day affair which was co-sponsored by Brooks Bell, Periscope, Corra, and Translations.com.
Day one featured deep-dive workshops inspired by the Dynamic Yield Academy for customers and partners, with detailed walkthroughs of key platform features and sample use cases. With participation, attendees also had the opportunity to receive Personalization Certification as either business or technical users.
Day two of the Summit was held at the Biergarten in the Standard Hotel and included a great lineup of industry leaders in the Personalization space with presentations by:
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Liad Agmon, CEO of Dynamic Yield
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Clay Cowan & Robert Tas, McKinsey & Company
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Nathan Richter, Digital Strategy-Personalization at URBN
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David Torchiano, Sr. Director of Insights at NBC Universal
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Andy Mueller, Director of Digital Analytics at APMEX
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Meg Watson, Product Manager at Stitch Fix
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Bryan Eisenberg, NY Times Bestselling Author
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Brooks Bell & Reid Bryant, FDR & CEO + VP of Analytics & Data Science at Brooks Bell
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Zoe Levitt, Lead Retail Analyst at CB Insights
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Matt Butlein, Chief Vision Officer at Nuts.com
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Mukund Ramachandran, CMO of Dynamic Yield
Over the course of the event, a few key themes emerged. Here is your cheat sheet of the 5 key themes you should know about:
1. Personalization is hotter than ever
According to the Gartner, World Retail Congress, and McKinsey & Company research, 83% of consumers want Personalization, and it is the #1 digital initiative on many Merchants’ minds. And this makes tons of sense if you look at the experiences it can power and potential results it can drive. The summit was full of examples of improved metrics: increased RPU, increased conversion rates, CTRs etc.
2. CDP is in, Traditional ESP is out
This strong and somewhat controversial theme radiated throughout various presentations.
Customer data platforms (CDPs) are emerging as a critical category in the solution stack as it becomes ever important to be able to 1) ingest customer data from various sources 2) stitch the data together into a single view of the customer 3) pipe the enhanced data back into best-of-breed systems to deliver more fully personalized experiences for consumers across channels.
A controversial POV articulated by both Liad Agmon of Dynamic Yield and Matt Butlein of Nuts.com is that a merchant could “fire their traditional email service provider (ESP)” and instead leverage CDP data to feed a personalization platform like Dynamic Yield for the orchestration of events and experiences in concert with an Email Deliverability tool such as Sendgrid to achieve greater engagement for a significantly lower total cost of ownership (TCO).
3. Break down the internal silos
Presentations from McKinsey, URBN and Bryan Eisenberg focused on the importance of breaking down team silos and adopting cross-functional team structures (business, technical, UX, analytics, data science channel), processes and mental models in order to action on personalization programs at scale.
4. Crawl, walk, run
One of the most pervasive themes of the whole summit was the importance of taking a CRAWL, WALK, RUN approach to Personalization in both testing hypotheses as well as execution.
In particular, Brooks Bell and Reid Bryant of Brooks Bell proclaimed “cross-functional teams need to start by asking WHY? Create theories. Test those theories. And promote those theories to insights once they have been proven by 5 tests.”
These insights drive the value/results we all crave across various customer touchpoints and at increasing levels of personalization maturity (via AI/algorithms) as the datasets grow.
5. The future of personalization is AI
Zoe Leavitt, Bryan Eisenberg, Andy Mueller, and Liad Agmon all seem to agree, although each merchant’s personalization journey starts with baby steps (ie. good data), AI is definitely the Holy Grail for personalization.
The Lead Retail Analyst at CBInsights gave a particularly insightful overview of AI in Retail and how retailers and merchants should now be measuring the ROI of retail locations with a new metric, “Data per Square Foot.” Connected devices and AI tech are starting to collect and process data in-stores and via connected homes, and by extension, derive behavioral insights that can prove what consumers actually do and want, as opposed to what we theorize they want in focus groups. These will begin powering even more impactful personalized experiences.
The wrap
From brands like URBN, Stitch Fix, NBC, Apmex, Kopari Beauty and Brooklinen to thought leaders like McKinsey, Brooks Bell, Bryan Eisenberg, and CB Insights, the Personalization Pioneers Summit had something for everyone, no matter where you are on your journey in site personalization.
eCommerce Manager at Kopari Beauty, Lanie De Pasquale, shared “We were a group of people who were already sold on personalization and testing so I’m so grateful they didn’t waste our time with high-level stats on how important personalization is. We all get it and are already all in. URBN’s presentation was not directly applicable to our company but it was very helpful to see the nitty-gritty of how they set up their experiences and their process to do so.”
I highly recommend attending their next event. I for one am personally very interested to see how far CDPs and AI will have come by the next time around. ‘Til then!
Sharon Gee is Co-Founder at Kogent.io
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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 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Pioneers Summit</div><div 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-32163" class="et_pb_post post-32163 post type-post status-publish format-standard has-post-thumbnail hentry category-company tag-event-recap 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">Reflecting on the Future of Digital after Dynamic Yield’s Personalization Pioneers Summit</h1><h2 class="article-excerpt">More than 200 pioneers traveled from across the country to attend the two-day affair. Here's what we learned about where personalization is going.</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/SharonGee-57.jpg" alt="Sharon Gee" 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/sharongee/" title="Posts by Sharon Gee" rel="author">Sharon Gee</a></div><div class="article-author-title-text"></div></div></div></div><div class="entry-content article-entry-content"><p>Personalization seems to be the buzzword of the year in digital commerce, so it should be no surprise that the <a href="https://www.dynamicyield.com/summit/">Personalization Pioneers Summit</a> hosted by Dynamic Yield on April 11th and 12th in NYC garnered a strong turnout. More than 200 marketers, merchants, and partners traveled from across the US to attend the two-day affair which was co-sponsored by Brooks Bell, Periscope, Corra, and Translations.com.</p><p>Day one featured deep-dive workshops inspired by the <a href="https://www.dynamicyield.com/training/certificate/">Dynamic Yield Academy</a> for customers and partners, with detailed walkthroughs of key platform features and sample use cases. With participation, attendees also had the opportunity to receive Personalization Certification as either business or technical users.</p><p><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/05/DYCertification-e1524671899156.jpeg" alt="Dynamic Yield Personalization Certification" width="1432" height="952" class="aligncenter size-full wp-image-30897" /></p><p>Day two of the Summit was held at the Biergarten in the Standard Hotel and included a great lineup of industry leaders in the Personalization space with presentations by: </p><ul><li><strong>Liad Agmon</strong>, CEO of Dynamic Yield</li><li><strong>Clay Cowan & Robert Tas</strong>, McKinsey & Company</li><li><strong>Nathan Richter</strong>, Digital Strategy-Personalization at URBN</li><li><strong>David Torchiano</strong>, Sr. Director of Insights at NBC Universal</li><li><strong>Andy Mueller,</strong> Director of Digital Analytics at APMEX</li><li><strong>Meg Watson</strong>, Product Manager at Stitch Fix</li><li><strong>Bryan Eisenberg</strong>, NY Times Bestselling Author</li><li><strong>Brooks Bell</strong> & <strong>Reid Bryant</strong>, FDR & CEO + VP of Analytics & Data Science at Brooks Bell</li><li><strong>Zoe Levitt</strong>, Lead Retail Analyst at CB Insights</li><li><strong>Matt Butlein</strong>, Chief Vision Officer at Nuts.com</li><li><strong>Mukund Ramachandran</strong>, CMO of Dynamic Yield</li></ul><p>Over the course of the event, a few key themes emerged. Here is your cheat sheet of the <strong>5 key themes you should know about: </strong></p><h2>1. Personalization is hotter than ever</h2><p>According to the Gartner, World Retail Congress, and McKinsey & Company research, 83% of consumers want Personalization, and it is the #1 digital initiative on many Merchants’ minds. And this makes tons of sense if you look at the experiences it can power and potential results it can drive. The summit was full of examples of improved metrics: increased RPU, increased conversion rates, CTRs etc.</p><p><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/05/DY_McKinseySlide.png" alt="DY_McKinseySlide" width="1600" height="899" class="aligncenter size-full wp-image-30900" /></p><h2>2. CDP is in, Traditional ESP is out</h2><p>This strong and somewhat controversial theme radiated throughout various presentations.</p><p><a href="https://www.dynamicyield.com/glossary/customer-data-platform-cdp/">Customer data platforms</a> (CDPs) are emerging as a critical category in the solution stack as it becomes ever important to be able to 1) ingest customer data from various sources 2) stitch the data together into a single view of the customer 3) pipe the enhanced data back into best-of-breed systems to deliver more fully personalized experiences for consumers across channels. </p><p>A controversial POV articulated by both Liad Agmon of Dynamic Yield and Matt Butlein of Nuts.com is that a merchant could “fire their traditional <a href="https://www.dynamicyield.com/glossary/email-service-provider/">email service provide</a>r (ESP)” and instead leverage CDP data to feed a <a href="https://www.dynamicyield.com/personalization/">personalization platform</a> like Dynamic Yield for the orchestration of events and experiences in concert with an Email Deliverability tool such as Sendgrid to achieve greater engagement for a significantly lower total cost of ownership (TCO).</p><h2>3. Break down the internal silos</h2><p>Presentations from McKinsey, URBN and Bryan Eisenberg focused on the importance of breaking down team silos and adopting cross-functional team structures (business, technical, UX, analytics, data science channel), processes and mental models in order to action on personalization programs at scale.</p><p><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/05/DY_McKinseySlide2.png" alt="DY_McKinseySlide2" width="1600" height="898" class="aligncenter size-full wp-image-30901" /><br /> <img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/05/DY_McKinseySlide3.png" alt="DY_McKinseySlide3" width="1600" height="796" class="aligncenter size-full wp-image-30902" /></p><h2>4. Crawl, walk, run</h2><p>One of the most pervasive themes of the whole summit was the importance of taking a CRAWL, WALK, RUN approach to Personalization in both testing hypotheses as well as execution. </p><p>In particular, Brooks Bell and Reid Bryant of Brooks Bell proclaimed “cross-functional teams need to start by asking WHY? Create theories. Test those theories. And promote those theories to insights once they have been proven by 5 tests.”</p><p>These insights drive the value/results we all crave across various customer touchpoints and at increasing levels of <a href="https://www.dynamicyield.com/personalization-maturity/">personalization maturity</a> (via AI/algorithms) as the datasets grow. </p><p><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/05/DY_BrooksBellSlide-e1524671114342.png" alt="DY_BrooksBellSlide" width="1584" height="892" style="border:1px solid #eee;" class="aligncenter size-full wp-image-30899" /><br /> <img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/05/DY_CWR_Slide.png" alt="DY_CWR_Slide" width="1986" height="1116" class="aligncenter size-full wp-image-30940" /></p><h2>5. The future of personalization is AI</h2><p>Zoe Leavitt, Bryan Eisenberg, Andy Mueller, and Liad Agmon all seem to agree, although each merchant’s personalization journey starts with baby steps (ie. good data), AI is definitely the Holy Grail for personalization. </p><p>The Lead Retail Analyst at CBInsights gave a particularly insightful overview of AI in Retail and how retailers and merchants should now be measuring the ROI of retail locations with a new metric, “Data per Square Foot.” Connected devices and AI tech are starting to collect and process data in-stores and via connected homes, and by extension, derive behavioral insights that can prove what consumers actually do and want, as opposed to what we theorize they want in focus groups. These will begin powering even more impactful personalized experiences.</p><p><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/05/DY_CBInsightsSlide-e1524671142956.png" alt="DY_CBInsightsSlide" width="1576" height="880" style="border:1px solid #eee;" class="aligncenter size-full wp-image-30898" /></p><h2>The wrap</h2><p>From brands like URBN, Stitch Fix, NBC, Apmex, Kopari Beauty and Brooklinen to thought leaders like McKinsey, Brooks Bell, Bryan Eisenberg, and CB Insights, the Personalization Pioneers Summit had something for everyone, no matter where you are on your journey in <a href="https://www.dynamicyield.com/lesson/web-personalization/">site personalization</a>.</p><p>eCommerce Manager at <a href="https://www.dynamicyield.com/blog/kopari-beauty/">Kopari Beauty</a>, Lanie De Pasquale, shared <em>“We were a group of people who were already sold on personalization and testing so I’m so grateful they didn’t waste our time with high-level stats on how important personalization is. We all get it and are already all in. URBN’s presentation was not directly applicable to our company but it was very helpful to see the nitty-gritty of how they set up their experiences and their process to do so.” </em></p><p>I highly recommend attending their <a href="https://www.dynamicyield.com/summit/">next event</a>. I for one am personally very interested to see how far CDPs and AI will have come by the next time around. ‘Til then!</p><div class="wistia_responsive_padding" style="margin-top: 10px; padding: 56.25% 0 28px 0; position: relative;"><div class="wistia_responsive_wrapper" style="height: 100%; left: 0; position: absolute; top: 0; width: 100%;"><iframe loading="lazy" class="wistia_embed" src="//fast.wistia.net/embed/iframe/em0cl4mmvn?videoFoam=true" name="wistia_embed" width="100%" height="100%" frameborder="0" scrolling="no" allowfullscreen="allowfullscreen"></iframe></div></div><p><amp-wistia-player data-media-hashed-id="em0cl4mmvn" width="320" height="180" ></amp-wistia-player></p></p><p> <em>Sharon Gee is Co-Founder at <a href="http://kogent.io" target="_blank" rel="noopener noreferrer">Kogent.io</a></em></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/event-recap/" rel="tag">Event Recap</a><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=1772297920" id="article-script-js"></script> <script type="text/javascript" id="dc_conversion_api-js-extra">var ajax_obj = {"nonce":"4a0670c385","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>