MarTech: The ROI of personalized experiences: Content measurements
Track the ROI of personalized content by looking at individual and incremental performance and using a multi-touch attribution model.
The following was written by Greg Kihlström for MarTech. Read the full article here.
While doing personalization well poses challenges to even the most sophisticated brands, offering personalized customer experiences is increasingly becoming a distinguishing factor in high-performing companies.
Companies excelling at personalization can generate up to 40% more revenue than those deemed average at it, according to McKinsey.
In the first article in this series, we looked at measuring the performance of personalized experience by how customers reacted, whether individually or within audience segments.
The next way to measure the ROI on personalized experience is by looking at the performance of content and its contribution as part of a specific experience and across the entire buyer’s journey.