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

This interview podcast discusses the topic of personalization at scale in marketing. The host interviews Mark Abraham, author of "Personalized Custom Strategy in the Age of AI," exploring the challenges and opportunities of effectively personalizing marketing to large audiences. Abraham highlights a $2 trillion, five-year market opportunity for companies that master personalization, emphasizing a 10-point faster revenue growth rate for personalization leaders compared to laggards. He introduces a five-point framework ("Empower Me," "Know Me," "Reach Me," "Show Me," "Delight Me") for building effective personalization strategies, emphasizing the importance of customer value creation over aggressive sales tactics. The discussion also covers the role of AI, data integration challenges, and organizational hurdles in achieving successful personalization.