?? Personalization. So hot right now.
Welcome to Looped In, a monthly newsletter that features tips, POVs, best practices, and memes all about marketing and data.
Personalization — everyone wants it, every marketer wants to deliver it.
But it’s easier said than done. Marketers struggle every day to access relevant customer data and turn it into engaging omnichannel journeys.?
The biggest hurdle is often the organization’s data strategy. When marketers can easily access a single source of truth in the data cloud — like BigQuery, Snowflake, Databricks, etc. — they can build audiences and campaigns using accurate, real-time customer data.?
So, once marketers can build journeys from that single source of truth, then what?
More on that below ??
?? 3 ways to take customer journey personalization to the next level
1. Try new customer segmentation strategies
One of the biggest benefits of building audiences and campaigns from your data cloud is that you can segment customers based on any data point in the cloud.?
Purchase history? Yep. Messaging preferences? You got it. Product propensity models your data team has built? Absolutely.?
Try thinking beyond the standard segmentation routes and digging one layer deeper. Instead of “people who visited the website,” try something like “people who viewed a platform sandal product page more than three times in the last week and purchased other shoes in the last six weeks.”?
2. Personalize messages with relevant details
Adding {{First_Name}} to your email subject line is great and all, but you can do so much more!
Deeper personalization can drive more engagement and ultimately, more revenue for your business. So, go beyond the first-name-in-subject-line tactic. Try personalizing email or SMS copy based on product preferences, the customer’s location, or their likelihood of buying.?
For example, you could calculate a “tiered propensity to buy this quarter” score based on past purchases combined with recent browsing behavior, assigning different tiers of propensity. Then, based on the tier the customer is in, give them a different value coupon.
3. Experiment to find what resonates?
Sales teams know ABC (always be closing). Marketing teams know ABT (always be testing).?
Personalization isn’t just about creating copy specific to a customer, it also means using their preferences for channels, communication styles, and message timing.?
Remember to always test your customer journeys to determine what gets the best response from your audience. Try sending the same message on different channels or at different times. Or A/B test offer types to see which does a better job of reducing churn.
Regardless of what you test, aim to have at least one test running all the time.?
? Bonus: Lean on AI, but lean mindfully
AI can be a powerful tool for marketers looking to level up their personalization. When it operates on first-party data in your enterprise cloud, it can provide more relevant suggestions for audience segments.?
But take it from a few brands whose strategies flopped in Q4, and make sure you remember these tips before handing the keys over to AI.
?? GrowthLoop IRL
A roundup of in-person events we’ll be hosting or attending in the next month.
Somebody told me…it’s almost time for Google Cloud Next!
We’re less than a month away from one of the biggest data and tech events of the year: Google Cloud Next 2025!?
The GrowthLoop team will be on the ground, ready to discuss the exciting opportunities for using AI and your data cloud — and how we’re seeing customers use this tech to build deeper customer relationships and drive long-term growth.
?? Here are a few fun ways to join us at Next:?
Want to meet up? Secure your slot on our calendar before it’s full: Schedule time with our team here.
?? 3 LinkedIn posts to save for later
Bookmark these or share them with your coworkers.
See you in April. ??