Course Outline
Module 1: Strategic Segmentation & Audience Building

• Beyond basics: RFM (Recency, Frequency, Monetary) analysis

• Lifecycle stage and behavioral segmentation

• Building complex segments with nested logic (AND/OR)

• Workshop: Create audience personas and build the corresponding segments in a CRM

Module 2: Email Personalization & Automation

• Crafting personalized subject lines and email body content

• Building dynamic content blocks within emails

• Designing triggered email journeys (welcome, browse abandonment, win-back)

• Lab: Build a dynamic, segmented email campaign

Module 3: Web & On-Site Personalization

• Using tools for personalized pop-ups, banners, and messaging

• Implementing dynamic content blocks on web pages

• Personalizing the onsite experience based on referral source or segment

• Case Study: How e-commerce sites use personalization to increase AOV

Module 4: Paid Advertising Personalization & Retargeting

• Building hyper-targeted audiences for social media ads (Facebook, LinkedIn)

• Creating personalized ad copy for different segments

• Designing retargeting campaigns based on specific on-site behavior

• Workshop: Design a full-funnel ad personalization strategy

Module 5: Measurement, Ethics & Privacy

• A/B testing personalized experiences to prove value

• Calculating the ROI of personalization efforts

• Navigating GDPR, CCPA, and other privacy regulations

• Final Project: Present a comprehensive personalization campaign plan for a product launch