Personalization isn't a buzzword. It's a business strategy. That was the core message of our latest webinar, Personalization Strategy Your Planning Guide, hosted by Concord and Contentstack. In today's competitive landscape, the brands that win are the ones that make their digital experiences relevant, dynamic, and scalable. The good news? It doesn't have to be complicated.
Did you miss the live session? We've got you. Here's a breakdown of the top insights from our panel of experts.
Meet the Panel:
• Drew Leninga, Senior Director of Product at Contentstack
• Nick Bade, Director of Analysis & Experimentation at Concord
• Chelsea Carlyle, Senior Digital Marketing Strategist at Concord
• Jerry Hill, Field CTO of Digital Experience at Concord
• Moderator: Desiree Ott, Engagement Manager at Concord
Today's customers expect instant relevance. With short attention spans and high expectations, personalization isn't optional. It's essential. Whether it's tailoring a landing page, re-ranking search results, or recommending the right product, personalization is about delivering value in the moment.
"Personalization is just anything you're doing to make content more relevant for a consumer." – Drew Leninga, Contentstack
And it's not about one-off wins. Effective personalization is built on continuous experimentation, strategic segmentation, and operational efficiency.
Before jumping into platforms or tools, start by setting goals and identifying what customer data you already have. Chelsea broke it down like this:
"I recommend starting out with five or six data-driven personas that have assigned dynamic elements to start experimenting with that personalization." – Chelsea Carlyle, Concord
Personalization gets complicated fast. A five-email campaign with five segments becomes 25 versions. Add one more variable, and you're at 125. That's why experimentation and measurement must be at the heart of your personalization program.
"Letting the data kind of speak for itself, letting your customers speak for themselves making sure that the variants and the ways that you're speaking to them resonate with their interests." – Nick Bade, Concord
The solution? Build personalization into your content operations so it evolves with your customer journey—not against it.
Jerry and Drew gave us a live walkthrough of Concord's accelerator, powered by Contentstack and key partners like Algolia and Shopify. The demo showed how composable architecture simplifies complexity and puts marketers back in control.
One standout example is a fictional travel site that auto-swapped content on the homepage based on a user's browsing behavior (e.g., surfacing food content for a user with a "sweet tooth" history). The site remembered user behavior and dynamically shifted to match their interests.
To power effective personalization, you need:
With these in place, you're not just launching campaigns. You're building an adaptive experience.
"If you can’t do this, it’s not composable." – Jerry Hill, Concord
Personalization isn't "set it and forget it." It's about building feedback loops that evolve with your customer. Here's how to keep it going:
Omnichannel personalization? Same principles, wider reach. Aligning tools across web, mobile, and IoT is what unlocks unified experiences and real results.
Personalization doesn't need to be overwhelming. Start with one audience, one journey, and one test. The right technology, strategy, and support can take you from basic to breakthrough.
"We partnered up with Contentstack and taken all of that R&D and that risk of you having to become the expert." – Jerry Hill, Concord
If you’re ready to operationalize personalization, here are three steps to take:
In today’s fast-paced digital world, relevance wins. Brands that personalize not only improve user experience. They drive conversions, reduce friction, and build long-term loyalty.
As technology evolves, bringing deeper CDP integrations, omnichannel experimentation, and AI-powered segmentation, early adopters will lead the pack.
Ready to build a personalization program that scales? Contact us today!
Not sure on your next step? We'd love to hear about your business challenges. No pitch. No strings attached.
