effective organizing framework was presented to guide the solutions architecture and operating model (see the figure below):
Figure no. 1: The solutions architecture and operating model should be guided by a simple and effective organizing framework, McKinsey Source: Flavin, S. and Heller, J. (2019). A technology blueprint for personalization at scale, McKinsey, May, p. 3 (work cited)
According to these McKinsey’s representatives, in order to enable personalization at scale it is necessary to have a clear picture of the necessary data and marketing technology (Martech) stack, considering the current need of Marketing and IT leaders to develop a shared vision about how these data can be made available across channels (see the figure below):
Holistic Marketing Management
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