Automation Rolls the DICE in Your Favor: Scale Personalization Across Channels and Content
The article explains how Movable Ink executives Lalit Chopra and Anjali Yakkundi advocate using the DICE framework—comprising Data, Intelligent logic, Content, and Experience—to automate and scale true 1:1 marketing personalization across channels by leveraging comprehensive customer data and behavioral insights throughout the entire customer journey.
Marketing personalization has come a long way from simple greetings like “Hello, {{lead.tokens}}.”
Brands around the globe can now leverage data and behavioral signals to power personalization effectively. Yet, there are still endless challenges with getting tailored, 1:1 personalization right. Even when marketers have the resources they need, there’s often a disconnect in understanding data and customer needs in relation to the entire customer journey.
Movable Ink’s executive leaders, Lalit Chopra (SVP of Industry Relations) and Anjali Yakkundi (VP of Product Marketing), discuss how to automate personalization at scale using the DICE framework—a mental and organizational tool that helps marketers reach true customer-centricity.
DICE is composed of the following elements:
- Data: Access and use zero-, first-, and third-party customer data
- Intelligent: Take data and add logic on top
- Content: Bring personalization to life with engaging creative assets
- Experience: Execute a personalized customer journey across channels