The fourth and almost final Personalization Pioneers conference of the year took place on 25-26 October 2023 at Prince Charles and Alte Münze in Berlin, where international leaders in customer experience gathered to share and discover the most recent advancements, strategies, and trends in testing and personalization.
If you missed the opportunity to attend Personalization Pioneers Berlin, there’s no need to worry. Below, we’ve collated some of the most valuable lessons and insights from the day’s content programming (as well as via this key learnings report). And stay tuned for updates on 2024’s theme, dates, and locations towards the beginning of the new year.
1. AI will take your job… to space
During his keynote on “How to find your personalization edge,” Ori Bauer, CEO at Dynamic Yield by Mastercard, emphasized that despite the significant advancements in AI and its projected future progress, there exists a substantial opportunity for individuals to guide and manage the integration of AI within their professional roles as experience optimization leaders. Bauer highlighted the critical role of people in shaping AI, underlining that it will not replace jobs but propel them into new frontiers.
Moreover, he stressed that harnessing the power of AI for personalization remains one of the most effective tools for successfully navigating complex macroeconomic trends and meeting the evolving demands of today’s consumers, given its ability to both predict and adapt to their wants and needs.
2. Global < local < personal
In his keynote on “How to achieve global localization through personalization,” Manuel Fernandez, D2C eCommerce Director at Electrolux, describes how the organization meets global goals while still capturing regional-specific nuances. The secret sauce? Team structure. A central personalization team defines the overarching strategy and global KPIs, executing campaigns at scale across the local markets. Dedicated, regional D2C (direct-to-consumer) teams sit in their respective countries and connect with the local customers to communicate needs and ideas, and then regional use cases are produced to satisfy local and global KPIs.
For example, the regional team in Germany highlighted that ‘Corporate Partners’ are significant drivers of traffic and revenue. Unlike most users on the homepage, ‘Corporate Partners’ aren’t looking for support, warranty, or repair services – they have a singular intent to buy. So, for users who access the homepage from a ‘Corporate Partner’ channel, commercially-focused content would be featured, like high-visibility recommendations and best-performing category highlights. Compared to the control group, this local and personal experience delivers an average of +4% uplift in average order value (AOV).
3. Segmentation for the multi-dimensional customer
Özgür Turhan, the Head of eCommerce & DTC at TUI Cruises, started his keynote on “How early segmentation can anchor successful personalization” by describing why the company invested in personalization. Not only would their diverse customer base respond better to personalized user journeys, but fostering a consumer-centric, data-driven culture offered an incredible opportunity for the business to evolve.
From the beginning, everyone at the company—from in-house marketing, CRM, and data analysts to those who dealt with the cuisine, accommodations, and excursions for the cruises—had a clear vision for its audience segments: ‘Solo Travelers,’ ‘Families,’ and ‘Couples/Empty Nesters.’
They decided this would be a good foundation for the company’s personalization journey. They centered their first tests around increasing engagement on the homepage, adjusting the banner to feature messages like “feel-good time for two” and “discover family travel.” By speaking directly to their core audiences, the brand experienced a 48% uplift in overall click rate.
Turhan said that with a general sense of their customers, TUI could use the data from their A/B testing efforts to adjust their strategy accordingly. For example, the organization knew there could be a considerable variation in what a cruise means to different people. This insight allowed them to experiment with mixing targeting conditions to include travel preferences (e.g. booking lead times, travel season, cabin type, and price point). By further refining and meeting their customer’s wants and needs in real-time, the brand achieved exponential success.
4. Ask questions, validate, and scale
In a keynote developed by Eliad Elkabetz, the Head of Product and Operations for Global eCommerce at SodaStream, “A sparkling strategy: Maximizing customer engagement and loyalty while minimizing business risk,” attendees got to hear about the brand’s successful approach to its 16 operational sites worldwide. In sum: A little engagement goes a long way in working towards recurring revenue generation.
The team uses an interactive, one-question pop-up quiz to segment new visitors upon arrival. By simply asking whether a visitor owns a SodaStream device, the brand can segment in real-time and guide users towards the best next experience, whether that’s machine discovery for first-time purchasers or flavor profile creation and personalized accessory product recommendations for returning users. Once a user shows loyalty, the website focuses on converting the user to its existing cylinder recycling service.
This has created a revolutionary infrastructure for testing key business campaigns. Within its four priority market sites (which generate 80% of its online revenue), the SodaStream team asks the right questions, isn’t afraid to test their hypotheses, starts with a small amount of traffic and carefully allocates more to each tailored experience upon good results. These sites are used to fine-tune initiatives before deploying them across their 10 smaller markets, catalyzing growth and optimization in a scalable and secure manner.
5. Agility is one of your most important assets
The past few years were monumental for On; the brand was listed on NYSE, survived a supply chain crisis, and re-platformed with the launch of a brand new website. And in her keynote session, “Boosting On’s World of Sports with the Power of Personalization,” Lena Hauck, the company’s Digital Personalization Specialist, shared how building for agility allowed them to do all of this while continuing to expand its product catalog beyond shoes and rapidly grow the business.
Hauck walked through how On’s preliminary personalization approach started in 2018, and in the first year of implementation, product recommendations helped lead DTC to become ~15% of the overall business. As the brand grew, the team shifted focus to new customer acquisition and retention. In 2020, as the world shifted from offline to online, this continued to fuel On’s growth. While personalization helped the team adapt to the customer needs of a growing audience, the team faced new challenges at every turn: Popularity in 50+ locales meant they needed increased localization while lacking audience info. Their IPO meant they had more exposure to new clientele but with more significant risks of having a greater negative impact. Additionally, a catalogue expansion led to the team having to focus on helping new and returning consumers navigate the paradox of choice, plus cater to different audience segments.
Rather than stay the course, the business decided that it needed to set a better foundation for future, continued growth for both its eCommerce business and the larger brand. They set about launching a new, digital 24/7 flagship store built on agile infrastructure that they could use to constantly A/B test and learn more about their user’s wants and needs. Their new recommendation strategies centered around helping their customers see the brand beyond footwear: They could easily place product recommendations and content modules across the homepage, product detail pages (PDP) and product listing pages (PLPs), as well as at the cart, using them to highlight that customers could get everything they needed for a certain sporting activity at On. Then, to optimize these strategies, they A/B tested different algorithms to see which ones best suited their goals.
Learn more about On’s journey with personalization in this on-demand Talk.
Catch up on this year’s tour
While this year’s Personalization Pioneers’ tour is coming to a close, you can review the latest trends, next-level tactics, high-impact use cases and methodologies featured from each 2023 installment’s recap: Los Angeles, London, NYC, Singapore (coming soon).
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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-berlin-2023-recap/amp/"></head><body class="post-template-default single single-post postid-207968 single-format-standard wp-featherlight-captions et_fixed_nav windows 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 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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-207968" class="et_pb_post post-207968 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 Core Insights from Personalization Pioneers Berlin 2023</h1><h2 class="article-excerpt">From guiding AI and scaling localization to audience strategy foundations and agile infrastructure, 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/kxtq9gh027.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_kxtq9gh027 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/kxtq9gh027/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>The fourth and almost final Personalization Pioneers conference of the year took place on 25-26 October 2023 at Prince Charles and Alte Münze in Berlin, where international leaders in customer experience gathered to share and discover the most recent advancements, strategies, and trends in testing and personalization.</p><p>If you missed the opportunity to attend Personalization Pioneers Berlin, there’s no need to worry. Below, we’ve collated some of the most valuable lessons and insights from the day’s content programming (as well as via <a href="https://www.dynamicyield.com/wp-content/uploads/2023/11/Personalization-Pioneers-Berlin-2023_-Key-Learnings-Report.pdf" rel="noopener noreferrer" target="_blank">this key learnings report</a>). And <a href="http://www.personalizationpioneers.com/">stay tuned</a> for updates on 2024’s theme, dates, and locations towards the beginning of the new year.</p><h2>1. AI will take your job… to space</h2><p>During his keynote on “How to find your personalization edge,” Ori Bauer, CEO at Dynamic Yield by Mastercard, emphasized that despite the significant advancements in AI and its projected future progress, there exists a substantial opportunity for individuals to guide and manage the integration of AI within their professional roles as experience optimization leaders. Bauer highlighted the critical role of people in shaping AI, underlining that it will not replace jobs but propel them into new frontiers.</p><p>Moreover, he stressed that harnessing the power of AI for personalization remains one of the most effective tools for successfully navigating complex macroeconomic trends and meeting the evolving demands of today’s consumers, given its ability to both predict and adapt to their wants and needs.</p><p><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/11/AI-to-Space.png" alt="AI will take your job to space" width="960" height="540" class="aligncenter size-full wp-image-207986" /></p><h2>2. Global < local < personal</h2><p>In his keynote on “How to achieve global localization through personalization,” Manuel Fernandez, D2C eCommerce Director at Electrolux, describes how the organization meets global goals while still capturing regional-specific nuances. The secret sauce? Team structure. A central personalization team defines the overarching strategy and global KPIs, executing campaigns at scale across the local markets. Dedicated, regional D2C (direct-to-consumer) teams sit in their respective countries and connect with the local customers to communicate needs and ideas, and then regional use cases are produced to satisfy local and global KPIs.</p><p><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/11/Central-Localization.png" alt="Centralized Localization with Electrolux" width="960" height="540" class="aligncenter size-full wp-image-207991" /></p><p>For example, the regional team in Germany highlighted that ‘Corporate Partners’ are significant drivers of traffic and revenue. Unlike most users on the homepage, ‘Corporate Partners’ aren’t looking for support, warranty, or repair services – they have a singular intent to buy. So, for users who access the homepage from a ‘Corporate Partner’ channel, commercially-focused content would be featured, like high-visibility recommendations and best-performing category highlights. Compared to the <a href="https://www.dynamicyield.com/glossary/control-group/">control group</a>, this local and personal experience delivers an average of +4% uplift in <a href="https://www.dynamicyield.com/glossary/average-order-value/">average order value (AOV)</a>.</p><h2>3. Segmentation for the multi-dimensional customer</h2><p>Özgür Turhan, the Head of eCommerce & DTC at TUI Cruises, started his keynote on “How early segmentation can anchor successful personalization” by describing why the company invested in personalization. Not only would their diverse customer base respond better to personalized user journeys, but fostering a consumer-centric, data-driven culture offered an incredible opportunity for the business to evolve.</p><p>From the beginning, everyone at the company—from in-house marketing, CRM, and data analysts to those who dealt with the cuisine, accommodations, and excursions for the cruises—had a clear vision for its audience segments: ‘Solo Travelers,’ ‘Families,’ and ‘Couples/Empty Nesters.’</p><p>They decided this would be a good foundation for the company’s personalization journey. They centered their first tests around increasing engagement on the homepage, adjusting the banner to feature messages like “feel-good time for two” and “discover family travel.” By speaking directly to their core audiences, the brand experienced a 48% uplift in overall click rate.</p><p><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/11/TUI-Audience-Segments.png" alt="Audience segmentation with TUI Cruises" width="960" height="540" class="aligncenter size-full wp-image-207981" /></p><p>Turhan said that with a general sense of their customers, TUI could use the data from their <a href="https://www.dynamicyield.com/lesson/introduction-to-ab-testing/">A/B testing</a> efforts to adjust their strategy accordingly. For example, the organization knew there could be a considerable variation in what a cruise means to different people. This insight allowed them to experiment with mixing targeting conditions to include travel preferences (e.g. booking lead times, travel season, cabin type, and price point). By further refining and meeting their customer’s wants and needs in real-time, the brand achieved exponential success.</p><h2>4. Ask questions, validate, and scale</h2><p>In a keynote developed by Eliad Elkabetz, the Head of Product and Operations for Global eCommerce at SodaStream, “A sparkling strategy: Maximizing customer engagement and loyalty while minimizing business risk,” attendees got to hear about the brand’s successful approach to its 16 operational sites worldwide. In sum: A little engagement goes a long way in working towards recurring revenue generation.</p><p>The team uses an interactive, one-question pop-up quiz to segment new visitors upon arrival. By simply asking whether a visitor owns a SodaStream device, the brand can segment in real-time and guide users towards the best next experience, whether that’s machine discovery for first-time purchasers or flavor profile creation and personalized accessory <a href="https://www.dynamicyield.com/lesson/product-recommendations-guide/">product recommendations</a> for returning users. Once a user shows loyalty, the website focuses on converting the user to its existing cylinder recycling service.</p><p><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/11/SodaStream-Personalization.png" alt="SodaStream personalization approach" width="960" height="540" class="aligncenter size-full wp-image-208001" /></p><p>This has created a revolutionary infrastructure for testing key business campaigns. Within its four priority market sites (which generate 80% of its online revenue), the SodaStream team asks the right questions, isn’t afraid to test their hypotheses, starts with a small amount of traffic and carefully allocates more to each tailored experience upon good results. These sites are used to fine-tune initiatives before deploying them across their 10 smaller markets, catalyzing growth and optimization in a scalable and secure manner.</p><h2>5. Agility is one of your most important assets</h2><p>The past few years were monumental for On; the brand was listed on NYSE, survived a supply chain crisis, and re-platformed with the launch of a brand new website. And in her keynote session, “Boosting On’s World of Sports with the Power of Personalization,” Lena Hauck, the company’s Digital Personalization Specialist, shared how building for agility allowed them to do all of this while continuing to expand its product catalog beyond shoes and rapidly grow the business.</p><p>Hauck walked through how On’s preliminary personalization approach started in 2018, and in the first year of implementation, product recommendations helped lead DTC to become ~15% of the overall business. As the brand grew, the team shifted focus to new <a href="https://www.dynamicyield.com/glossary/customer-acquisition/">customer acquisition</a> and retention. In 2020, as the world shifted from offline to online, this continued to fuel On’s growth. While personalization helped the team adapt to the customer needs of a growing audience, the team faced new challenges at every turn: Popularity in 50+ locales meant they needed increased localization while lacking audience info. Their IPO meant they had more exposure to new clientele but with more significant risks of having a greater negative impact. Additionally, a catalogue expansion led to the team having to focus on helping new and returning consumers navigate the paradox of choice, plus cater to different audience segments.</p><p><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2023/11/On-Running-Growth-Challenges.png" alt="On Running growth " width="960" height="540" class="aligncenter size-full wp-image-207996" /></p><p>Rather than stay the course, the business decided that it needed to set a better foundation for future, continued growth for both its eCommerce business and the larger brand. They set about launching a new, digital 24/7 flagship store built on agile infrastructure that they could use to constantly A/B test and learn more about their user’s wants and needs. Their new <a href="https://www.dynamicyield.com/lesson/product-recommendation-strategies/">recommendation strategies</a> centered around helping their customers see the brand beyond footwear: They could easily place product recommendations and content modules across the homepage, <a href="https://www.dynamicyield.com/glossary/product-detail-page/">product detail pages (PDP)</a> and <a href="https://www.dynamicyield.com/glossary/product-listing-pages-plps/">product listing pages (PLPs)</a>, as well as at the cart, using them to highlight that customers could get everything they needed for a certain sporting activity at On. Then, to optimize these strategies, they A/B tested different algorithms to see which ones best suited their goals.</p><p><em>Learn more about On’s journey with personalization in </em><a href="https://www.dynamicyield.com/talks/personalization-hypergrowth-with-on-running/"><em>this on-demand Talk</em></a><em>. </em></p><h2>Catch up on this year’s tour</h2><p>While this year’s Personalization Pioneers’ tour is coming to a close, you can review the latest trends, next-level tactics, high-impact use cases and methodologies featured from each 2023 installment’s recap: <a href="https://www.dynamicyield.com/blog/personalization-pioneers-la-2023-recap/">Los Angeles</a>, <a href="https://www.dynamicyield.com/blog/personalisation-pioneers-london-2023-recap/">London</a>, <a href="https://www.dynamicyield.com/blog/personalization-pioneers-nyc-2023-recap/">NYC</a>, Singapore (coming soon).</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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