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Power of Personalisation
The CMO Council; a peer network and organisation for Chief Marketing Officers, has made a New Years resolution to focus on VDP. They've announced a Power of Personalization thought-leadership program which will look at "the interaction of customized content, collateral and personalized web interaction on marketing effectiveness, customer acquisition, retention, and business outcomes."
The program has set several ambitious (and somewhat ambiguous) objectives, which include:
- explore the interaction of customized content, collateral and personalized web interaction on marketing effectiveness, customer acquisition, retention, and business outcomes
- examine the critical link between customer data, analytics and messaging through the application of new, on-demand personalization technologies, customized content creation and digital print systems, one-to-one delivery and interaction channels, and the emergence of new applications such as transpromo documents that combine transactional and promotional information.
- identify how and where personalization techniques are being successfully deployed by leading marketers — as well as how the various, inter-related components of personalized communication campaigns are being tracked and measured.
- address the degree to which companies are embracing (or not yet embracing) personalized communication strategies; the state-of-the-art tools and technologies available today; and the direct relationship between customized delivery of information and sales performance.
I applaud this initiative — it's encouraging to see that VDP is getting the attention it deserves within the CMO community. The program has the backing of Xerox, Pitney Bowes, MindFireInc, and GMC. Lets just hope these vendors don't bring along their own agendas to the table and that the CMO Council manage to keep their zealous New Years resolution.
Posted on Wednesday, 9 January 2008 at 3:45 AM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/75