Personalization Talks: Special Edition - Expert Priorities for 2024

As the new year begins, the tradition of predicting trends takes center stage in most industry discussions.

However, in this special edition of "Personalization Talks," we take a different approach. Rather than discussing industry trends in a vacuum, we aim to bring to the forefront the voices of real people shaping personalization's future. Our focus is on what these industry experts, the architects of personalization, are setting their sights on for 2024.

This diversity of perspectives paints a picture of personalization not as a singular, straightforward narrative but rather as a rich and complex mosaic crafted from the varied experiences, regional nuances, and visionary foresight of experts who are deeply entrenched in the nuances of the field.

Let's embark on this journey to uncover what 2024 holds for the world of personalization.

Anna Ambrozevich, founder, CRO&Personalization Academy

In 2024, I foresee a pivotal shift in my approach to personalization driven by several fundamental changes in the digital landscape.

Here are three key areas I'm focusing on:

Redefining Omnichannel Personalization in a Cookieless World

The transition to a cookieless era presents unique challenges and opportunities. We're moving towards a more nuanced approach to web personalization, where web desktop/mobile experiences will rely heavily on user behavior and intent within a session. Conversely, APP personalization — including smart TV applications where user authentication is mandatory — will evolve differently, utilizing a more comprehensive set of user data. This dichotomy necessitates a clear distinction between 'APP Personalization' and 'Session-based-Personalization' in web contexts, each requiring a tailored approach in 2024.

Technological Evolution with Composability and Atomization

As Martech trends evolve, the concepts of composability and atomization come to the forefront, especially for SMBs. The focus will likely shift towards targeted solutions for specific tasks or in-house developments, such as product recommendations. This trend underscores the importance of embedding such functionalities at the core product level from the outset. While external expertise — through consulting, audits, and workshops — will continue to play a vital role, many large companies are increasingly internalizing technologies that need to be deeply integrated into their ecosystems, with some external technologies if needed for specific tasks.

Personalization as an Obligatory Tool for CRO and CX within an Experimental Culture

Personalization isn't just a technical strategy; it's a crucial component of both Conversion Rate Optimization and Customer Experience. Companies must embed personalization within their culture of experimentation, as exemplified by industry leaders like Netflix and Spotify. This approach will be a focal point in the broader transformation of company strategies, emphasizing how personalization can enhance both the customer journey and business outcomes.

As we navigate the expanding role of AI in personalization, I will closely monitor which solutions emerge as frontrunners, offering innovative products or features that redefine the landscape.

Juliana Amorin, founder, Croct

I believe companies are still failing when it comes to critical basic stuff, like implementation and performance.

Personalization has always been too complex because integrating all moving parts takes a lot of time and resources, not to mention the needed expertise within the team to craft strategies and analyze KPIs correctly.

This year was critical in understanding the importance of AI for successful personalization strategies. However, I believe companies are still failing regarding critical basic stuff, like implementation and performance.

I truly believe that we'll see some shift in 2024. Ok, we get that AI and personalization are more than needed for my business. Now, let's get into it. How do we implement this in hours instead of months? How can we test it? How can we ensure that these new technologies will indeed help me improve my results without harming my website's performance? It's time to put our ideas to work :)

Andrey Andreev, head of eMerchandising, METRO

My vision for 2024 encompasses a comprehensive approach that acknowledges the vital contributions of individuals at every level.

As I envision the landscape for 2024, my foremost concern lies in addressing the critical challenges that currently hinder effective personalization.

At the forefront is the pressing issue of data scarcity, where, in alignment with Albert Mehrabyan's "7–38–55" principle and insights from David Mannheim's "The Person in Personalization," we are tapping into a mere 7% of the wealth of potential insights. In response, my strategic plan for the upcoming year involves a thorough reevaluation and enhancement of personal data acquisition practices.

Simultaneously, a significant technological hurdle looms large, characterized by fragmentation across various operational facets. Using disparate solutions and isolating tasks across different domains create a scenario where "garbage in, garbage out" becomes the norm. Looking ahead to 2024, my vision involves the establishment of a cutting-edge Customer Data Platform (CDP) complemented by AI for predictive behavior analysis. This integrated solution aims to centralize and streamline communication processes across diverse platforms, marking a transformative shift towards a seamlessly orchestrated personalized experience.

Concurrent with these technological strides, I place utmost importance on recognizing the indispensable role of individuals. From fostering a personal culture to optimizing resource allocation, my vision for 2024 encompasses a comprehensive approach that acknowledges the vital contributions of individuals at every level.

As I embark on this transformative journey, let it be known that my commitment transcends mere recommendations; it extends to creating meaningful, one-to-one connections with my audience.

In 2024, I aspire not just to meet but exceed the expectations of personalized engagement, setting the stage for a future defined by impactful and tailored experiences aligned with my vision.

Gianfranco Cuzziol, consultant, advisor, international speaker

Personalization in 2024 is about striking the right balance between technology and empathy, data and insight.

Personalization without Purpose is Pointless.

In 2024, the cornerstone of effective marketing lies in mastering the art of personalization. Personalization, however, is not an end in itself; it is a means to engage deeply with customers. Without a clear purpose and understanding of the customer journey, personalization risks being a mere gimmick rather than a powerful tool.

The key is not just to personalize but to personalize with intent. This approach begins with a comprehensive understanding of the customer journey. It's imperative to discern not just the 'what' of customer actions but the 'why' and 'how.' This insight allows marketers to create a narrative that resonates with each individual, fostering a connection that is both meaningful and impactful.

Personalization, when executed with this depth of understanding, transcends traditional marketing. It becomes a nuanced dialogue tailored to each customer's unique needs and aspirations. This is where the true value lies — in personalization that is relevant, timely, and, above all, purposeful.

To this end, data plays a pivotal role. Collecting the right data — data that informs us about customer preferences, behaviors, and expectations — is crucial. It is not about amassing data in volume but about curating data with precision. The focus should be on quality over quantity, ensuring that every data point collected serves the larger goal of meaningful personalization.

Personalization in 2024 is about striking the right balance between technology and empathy, data, and insight. It's about understanding the customer journey in all its complexity and using this understanding to create truly personalized experiences that resonate on a deeper level.

Ubaldo Hervas, head of CRO & Personalization, LIN3S

A key trend in online personalization will be the emergence of interactive and conversational e-commerce.

Looking ahead to 2024, a key trend in online personalization will be the emergence of interactive and conversational e-commerce. With generative AI advancing rapidly, there's immense potential in developing web platforms that dynamically adapt content based on user prompts. This approach not only tailors product suggestions and recommendations but also leverages user search history to enhance the overall experience. Such bespoke personalization fosters a distinctive brand voice and identity, aligning perfectly with user styles. Industries like fashion and consumer goods are poised to benefit from exploring these innovative solutions.

Moreover, AI-driven user profiling, a concept that has been in play for years, is poised to take a more central role in the discourse surrounding digital product investment and enhancement. AI has democratized access to sophisticated user insights, once considered beyond reach for many businesses. As we step into 2024 and beyond, the landscape of digital interaction and consumer engagement is set to be more exciting and innovative than ever, driven by these technological advancements in personalization.

Reema Singh, Lead Software QA, Webtrends-Optimize

Personalisation in 2024: Building a Quality Foundation.

In the realm of e-commerce experimentation and Conversion Rate Optimisation (CRO), personalization is the key to improving user experiences. For the past five years, I have been a Lead Software QA professional navigating this ever-changing landscape. I find myself at the intersection of innovation and need; I see significant gaps between personalization promise and reality. We are still faced with both opportunities and challenges in the personalization space. The availability of data sources, tools for analysis, and engagement channels is growing, but so is the complexity of their implementation. Setting clear priorities in the middle of an abundance of possibilities is necessary for success.

2024 is not just about meeting personalization demands; it's about exceeding them with a focus on quality, relevance, and privacy. Maintaining quality throughout the scale-up process is non-negotiable. The QA roadmap for 2024 involves not only identifying and rectifying bugs but also shifting our focus from traditional static testing to more dynamic scenarios, where real-time adaptability is key, demanding a comprehensive understanding of algorithms and user journeys across various touchpoints. Guaranteeing a smooth user experience consistently throughout the channels involves not just testing for functionality but also verifying that customization efforts resonate with consumers on a fundamental emotional level. To maintain the highest level, rigorous testing that includes cross-channel testing, usability, performance, accessibility, and security testing has to be incorporated into the development lifecycle.

Additional priorities like skills development, executive adoption, and optimizing key moments complete holistic readiness. By year's end, teams can deliver personalized experiences — without chaotic, opaque implementations undermining credibility. The immense potential of personalization in 2024 can be achieved with diligence and collaboration.

Summary

These are the main areas of focus for our personalization experts in 2024.

1. Adapting to a Cookieless Era: Addressing the challenges of the cookieless world with nuanced web and app personalization strategies.
2. Technological Evolution and Simplification: Embracing composability and atomization in Martech while simplifying AI and personalization implementation.
3. Data Quality and Centralization: Prioritizing quality data and centralizing communication processes through a Customer Data Platform (CDP).
4. Purposeful Personalization: Ensuring that personalization serves a clear purpose grounded in a deep understanding of the customer journey.
5. Interactive E-commerce and Democratization of Insights: Embracing generative AI for interactive e-commerce and leveraging AI-driven user profiling to shape digital interaction and consumer engagement.

Contributors: Anna Ambrozevich, Juliana Amorin, Andrey Andreev, Gianfranco Cuzziol, Ubaldo Hervas, Reema Singh. Love you ❤️

Author: Anna Ambrozevich