Think of personalized experiences as existing on a customer-brand relationship intimacy spectrum: If a customer is willing to share more specific information with a brand, the more intimate the relationship is, and the more individualized an experience can be. To deliver unique, personalized experiences, companies can try:

• Segmentation. This takes the form of rudimentarily bucketing consumers or customers into specifically defined groups.
• Discrete interactions. Companies use single interactions that occur at a moment in time to suggest the next best product, offer, or action that optimizes against a short-term goal.
• Pre-set personas or customer-determined journeys. If companies want to guide consumers further along the customer lifecycle, defining pre-set personas or journeys forces consumers into a particular track with already determinedEmail writing for events, webinars
• milestones.
• Contextual understanding and anticipating individual needs. Anticipating individual needs based on context and customer history allows companies to deliver the most relevant and personalized moment — the ultimate state.

One of the best ways to effectively measure customer personalization is to test and track short-, medium- and long-term metrics together.

• Short-term touchpoint metrics: Touchpoint metrics assess a single touchpoint across a device, platform, or channel. To measure incremental lift at this level, run A/B or multivariate tests against a holdout group. A single test provides a snapshot in time, so build and test different points along the customer journey.
• Medium-term journey metrics: Journey metrics demonstrate customers’ progress along a self-determined journey. Create a learning agenda and test at different points in time or under different conditions, using the last test to inform the next one.
• Long-term relationship metrics: Relationship metrics evaluate the customer’s perception of the brand over years or months after implementing a personalization strategy. Companies use NPS and CSAT to assess customer feelings and collect data via customer feedback management programs.