A tool to describe the stages that organizations have to move through to reach personalization maturity. Based in interviews with personalization vendors, KOBRA customers in the trenches and customers that have not embraced personalization – yet. If there is interest we will perform more research. This is very much work in progress, please let me know if you have ideas for improving the model – you can reach me at eirik@kobra.as

1. Personalization maturity model
A tool to describe the stages that organizations have to move through
to reach personalization maturity.
Based in interviews with personalization vendors, KOBRA customers in
the trenches and customers that have not embraced personalization –
yet. If there is interest we will perform more research.
This is very much work in progress, please let me know if you have
ideas for improving the model – you can reach me at eirik@kobra.as

2. Personalization maturity model v. 0.3
Aware
We know that
personalization is
important, but do
not pursue it
Experimental
We gather
customer insight in
digital channels
and perform simple
experiments
Coarse grained
We have defined
coarse grained
visitor groups and
personalize based
on explicit rules.
We adopt content
and navigation to
users in these
groups on a
channel by channel
basis.
Fine grained
We gather
customer
behaviour from
different channels
and adopt content,
navigation AND
functionality to
more fine grained
groups across
channels and
touchpoints
We test and
improve each
personalized
surface, always
1:1
Our digital surfaces
adapt to the
customer in real
time and we have
adapted our
products and
services to a
unified 1:1
dialogue
Testing &
targeting is now a
lifestyle for all
adaptations in
both digital and
offline touchpoints

3. Modenhetsmodell for personalisering v 0.3
Bevisst
Vi vet at det er
viktig, men
arbeider ikke aktivt
med det
Eksperimentell
Vi henter innsikt
om kunden
gjennom våre
digitale flater, men
gjennomfører bare
personaliserings-
eksperimenter
Grovkornet
Vi har har definert
grove
besøksgrupper
med eksplisitte
regler og tilpasser
innhold og
navigasjon til
brukere i disse
gruppene
Finkornet
Vi sammenstiller
kundeatferd fra
forskjellige kanaler
og tilpasser
innhold, navigasjon
OG funksjonalitet
til mer finkornete
grupper på tvers
av kanaler
Vi tester og
forbedrer hver
enkelt tilpasning -
bestandig
1:1
Portalen tilpasser
seg kunden i
realtid og
virksomheten har
tilpasset sine
produkter og
tjenester til en
enhetlig 1:1 dialog
Testing er nå en
livsstil for alle i
markeds-
avdelingen