MarTech Europe 2016
Personalisation At Scale: What It Really Takes

Jason Heller, Global Lead, Digital Marketing Operations & Technology, McKinsey & Company


The benefits of personalisation remain elusive. While certain channels, martech platforms and campaigns have elements of personalisation, most marketers find capturing the bigger opportunity difficult. Personalisation is here today, but it often requires integration of multiple platforms, a bespoke customer data platform and dash of data science to power decision making.

But technology is just part of the solution.

Re-imagined processes, new roles and functions, and deploying agile marketing at industrial scale are all part of the successful formula. Jason will discuss what it really takes for marketing organisations to deploy personalisation engines that drive real growth. He'll address the operational realities of the technology and how to mobilise the organisation to seize the opportunity.