January 15, 2025

Ep.

170

57:33

MIN

The power of personalisation and how to deliver at scale - Mark Abraham, BCG

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Mark Abraham leads Boston Consulting Group’s Marketing, Sales & Pricing practice in North America. He also launched and leads the firm’s personalization capability. He has built some of the firm’s largest ventures and AI platforms, including Fabriq Personalization AI by BCG X, a personalization platform that accelerates personalization.Mark coauthored the book Personalized: Customer Strategy in the Age of AI, which helps executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.

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Creators and guests

Jon Evans

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Jon Evans

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Timestamps

Intro

Why 2025 is the year of personalisation at scale

When personalisation goes wrong

Consumer data on our openness to personalisation

The $2 trillion opportunity

Who is doing personalisation well

The competitive advantage of speed and scale

How AI is driving personalisation forward

The 5 areas to build the framework for personalisation

How do you get information about your customer

What is the most useful intelligence to gather

How to make mass campaigns more targeted

Some of the barriers to personalisation

Why companies need to embrace AI

Parting advice to people on implementing personalisation

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