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Projects

AT&T Personalization Strategy

Personalized experiences are my niche and passion! In the project, Personalization as a Service, I leaned on my knowledge of personalization infrastructure, business rules, and segmentation logic to author recipe cards containing content strategy for “how to” personalize digital experiences across the customer’s lifecycle.

Skills

Research

White
Papers

Audiences

Strategy

Recipe
Cards

Product
Road Map

My Process

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02

03

04

Research

  • Consumer insights

  • Competitive analysis

  • Best-in-class personalization examples from across industries

Guiding Principles

Created guiding principles that map back to the CX pillars and consumer expectations

Actionable Audiences

Content Strategy

Defined the actionable audiences based on national marketing offer segments

  • Wrote content strategy in the form of recipe cards for each of guiding principles

  • Created visual examples of key concepts using brand content

personalization-recipe-card.png

Prepared content strategy in the form of recipe cards, illustrating:

  • Top use cases based on journeys

  • Actionable audiences

  • Customer expectations

  • Personalization strategy: when, where & how

 

Recipe cards were used to create tech enabler epics for the personalization product road map. These cards are also popular with the production content marketing teams!

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