AI Personalization Secret Sauce

Executive Advisor & Fellow at Harvard Business School, David Edelman, delves into the realm of AI personalization strategies in this episode. Unveiling the secret sauce behind AI personalization, David emphasizes the importance of leveraging technology to tailor customer experiences effectively. By exploring the intricacies of AI-driven personalization, David sheds light on how businesses can enhance customer engagement and drive growth through personalized strategies. Show NotesConnect With:David Edelman: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical life span of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  Welcome to the Martech Podcast. I'm your host, Benjamin Shapiro, and today we're going to discuss customer strategy in the AI era. Joining me is David Edelman, who is a senior lecturer at Harvard Business School and the executive advisor to Edelman Advisory Services. He is also the author of The Personalized Customer Experience in the Age of AI. And today, David and I are going to talk about the history of personalization. All right, David, I'm glad that you brought up a food and beverage company to describe how someone is doing personalization because it leads nicely into our next lightning round question, secret sauce. You're cooking up personalization soup. What are the ingredients that you're adding to your broth?

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  I love the analogy there. The first thing is a strong sense of how you want to create customer value, what we call empowering the customer. So that's first. The second is you're being thoughtful about the information that you're collecting and using so that the customer doesn't feel like you're being underhanded. For example, in healthcare, when we did, I talked earlier about using the personalized videos for people, we needed to make sure we were not actually starting to tell people about health conditions they may have and stuff in the video. That would make them feel uncomfortable. So this was more just facts about your basic insurance that were in the video.

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  So you want to be careful and thoughtful about information because you don't want your unsubscribe rates and permissions to go down. So third, you've got to think very carefully, how are you going to reach the customer? What's going to be the method of interaction? And why are you not going to just bombard them? What's the right timing? And AI can help you test and learn the right time or find the right trigger moment to interact with someone. The fourth is showing them a personalized experience. A personalized video is a perfect example. You're thinking through the creative of the moment. How is Ben going to react to this? How's it going to render? How's that going to be the experience?

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  And then the last thing in the ingredients is you're thinking about the instrumentation so you can test and learn and capture more information to get better. And we call that the five promises of personalization. Empower, know, reach, show, and delight because you keep getting better.

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  Empower, know, reach, show, and delight.

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  That's right.

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  The five promises of personalization. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with David Edelman, the executive advisor and senior lecturer at Harvard Business School. If you'd like to get in touch with David, you can find a link to his LinkedIn profile in our show notes, or you can visit his company's website, which is edelmanadvisorieservices.com. You can also find his book at personalizedthebook.com.

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  If you'd like a summary of this podcast, or if you'd like to be our next guest speaker on the Martech Podcast, head over to martechpod.com. You can also find us on YouTube, Twitter, Instagram, or even on TikTok now. And if you'd like to contact me, let's connect over on LinkedIn. My handle is Ben J. Shap, B-E-N-J-S-H-A-P. And if you haven't subscribed yet, and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app, and we'll be back in your feed tomorrow morning. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.