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We're not leveraging data for personalization

By
Mukund Kabra

Personalization does not need perfect data. Start with a few segments based on behavior you already track, such as what people bought or browsed, tailor one message or page for each, and measure the lift.

Category:
Experimentation
Reading time:
2
min read
Published on:
October 24, 2026
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We're not leveraging data for personalization

We're not leveraging data for personalization

Problem

You collect plenty of customer data. Everyone still gets the same experience.

The same homepage, the same emails and the same offers go to new visitors and loyal customers alike. Personalization keeps getting postponed until the data is perfect.

Meanwhile customers notice that you do not seem to know them.

Insight

Simple personalization beats perfect plans.

A few segments built on clear signals, such as first-time versus returning, category browsed or language spoken, already make a big difference. You do not need a complex model to start.

The lift from the first segments pays for the next ones.

How we approach it

We start small with the data you already have.

  1. We pick a few segments based on behavior you already track.
  2. We tailor one message, offer or page for each and test it against the standard version.
  3. We expand to more segments and channels as the results come in.

Customers get experiences that fit them, and you can prove what it adds.

Tags:  
Idea Validation; Product Validation; Market Testing; Concept Validation; Experimentation Systems; Mvp Testing
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