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The Gist

• Strategic vision. Personalization in digital marketing thrives when there’s a well-defined conceptual model, emphasizing stages, offers and conditions.
• Decisioning gap. McKinsey’s 4 D’s framework lacks practical guidance on the “Decisioning” aspect, which is pivotal for personalization scalability.
• Continuous evolution. A personalization strategy is never static; as more data and insights are gathered, the conceptual model must adapt and evolve.

“Begin with the end in mind, with a vision and blueprint of the desired result,” as emphasized in the timeless wisdom of Stephen Covey’s “The 7 Habits of Highly Effective People,” has resonated with me for years.

This principle

We are in a time where digital media has clearly replaced many traditional forms of marketing that worked in the past. eMarketer reports that digital overtook TV ad spending at the end of 2016. Companies can no longer ignore the need for a digital and social media marketing strategy. Digital marketing has the advantage of being faster, cheaper and more effective than traditional marketing. An email or social media campaign can connect a marketing message to a targeted subset of consumers for the fraction of the cost of a TV ad or print campaign.

One of the main benefits of