Week 2 • Winter 2021 • Ahmed Sagarwala

grading

• Assignments vs. workplace expectations
• Meeting all requirements provided
• Exceed expectations
• Researching examples and remixing
• Always cite your sources and inspiration
• Visual support is a good thing

Tuesday is a monday

Pitches for Tuesday will take place on Jan 26th.

Friday pitches will take place on Jan 22nd.

Pitches

High-level overview of campaign. Define what your company does and hopes to achieve.

1. Group pitch during lab (15 minutes)
2. Campaign workflow / journey map
3. Campaign components & touchpoints
4. Data requirements
5. Goals

Feedback will be provided during our session. You can also include cross-media.

Campaign Requirements

1. Form(s) to capture data
2. Data sanitizing / normalization
3. Segmentation and offers
4. Key performance indicators (KPIs)
5. Personalized dynamic image
6. Personalized offer
7. Logic for handling responses
8. QC checks

Personalization
Overview

1. The customer
2. The dialogue with the customer
3. Gathering customer data
4. Analyzing customer data
5. Creating a customer profile
6. Customization
7. Marketing output
8. Delivering marketing output

Vesanan & Raulas "Building bridges for personalization a process model for marketing"

Speaking to people in a way they'd like to be spoken to:

The medium is the message
–Marshall McLuhan

The medium in use influences how the message is perceived.

This course focuses on print components.

Google = 5.5 GB
Facebook = 600 MB

Dylan Curran, 2018

• Locations
• Searches
• Clicks (ads & links)
• Apps in use
• YouTube history
• Logins
• Webcam + Mic?
• Events attended
• Workouts
• Photos
• Emails
• Transactions

Data Vectors

Choose a vector and think of how it could be used to personalize a product.

Allowing for contextual adaptation of a product by the end-user.

1. Physical
2. Technological
3. Cultural
4. Social

Mass Customization

Source: Mass Customization and Design Democratization

Performance ∝ Satisfaction

Image: Matthew Schwartz

Examples of Mass Customization

• IKEA: color variations of furniture
• Apple: system configurations
• Reebok: sneaker designer
• Gildan: clothing size variations by region

Image: Davis, Future Perfect

What Does

Mass personalization look like?

Personalization is based on individual data

Mass customization is based on market data