McKinsey - Marketing, Holy Grail

In November 2016 McKinsey published an article on marketing and how to create a digital personal experience. The article suggest 4 steps they have identified that lead to successful digital personalization at scale:

• Step 1: Take a journey lens: Use behavioral data to find where the value is
• Step 2: Listen and respond: Plan in advance to react quickly to customer signals
• Step 3: Build the war room: Empower a small group of the right people
• Step 4: Rewire and hardwire: Focus on the processes and technology that really help teams work faster