Jim Hertel, Inmar Analytics | November 19, 2019

PURSUING PERSONALIZATION THAT DRIVES REAL INCREMENTALITY

As crucial as personalization is to successfully activating shoppers, the idea of achieving individual engagement at a scale sufficient to drive true incrementality can be daunting for many marketers. But, at its core, personalization is simply delivering on the promise of a comfortable, valuable interaction between seller and buyer; and the resources exist to make this both possible and profitable. Jim Hertel, in this article for MultiChannel Merchant, speaks to the mindset -- and mechanics -- that marketers must employ in order to effectively execute on personalization in such a way that the experience surprises and delights consumers while the investment brings proportional returns. (102)


JIM HERTEL

SENIOR VICE PRESIDENT OF ANALYTICS RESEARCH AND DEVELOPMENT