Marketing personalization is still in grade school.
Speaking at OMMA San Francisco, Cory Treffiletti, vp of marketing of Oracle Data Cloud said marketing personalization is too basic right now: “What we are doing right now is formulaic -- if you show up here and here, I’ll show you this.”
Treffiletti says marketing personalization success will come from a emotional connection: “We have to get personalization on an emotional level... We have to figure out a formula behind the delivery of a message across multiple channels. We have to find the emotional resonance.”
He adds: “It’s not personalizing an ad to make sure it has a red Audi or a white Audi. It’s about ‘Why do you want a luxury car in first place? Is it a sense of pride or emotional impact?'”
Treffiletti says this transformation will be interesting to watch over the next couple of years. Right now, personalization is like a basic math equation: “It’s like second grade math.” But the math working with data to create emotional resonance, that "is where advertising starts to rock again.”