Taming Complex Personalization with a Cross-Team Content Matrix


Wednesday June 21, 2023


10:30 am


Financial offers via email can be fraught with risk, especially in the world of high-dollar marketing and an environment with many cooks in the kitchen, from agencies to sales teams to legal counsel to marketing operations. In this session, we will show you how we approached this multi-step, multi-team process at BMW of North America, by creating a flexible matrix of readable, reviewable, dynamic content that can be rapidly reviewed by all stakeholders, then transformed into JSON files to be applied in personalized content emails. This approach is platform agnostic and addresses the pain points for business, creative and technical teams alike, and we will leave you with processes and procedures you can use in your own marketing operations.

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