Personalization is taking what you know and doing something about it → Thomas McCutchen

On today’s episode, Kunle is joined by Thomas McCutchen, Head of Strategy for The Bear Group, an agency dedicated to provide web solutions to achieve growth for brands in different industries.   Thomas McCutchen found and drove the success of Scoutside for twelve years until their continuous growth needed more than just hiring more people. The Bear Group offered more services and eventually acquired Scoutside.  This acquisition allowed the company to expand its services and provide a more comprehensive offering to its customers. It also provided an opportunity for the company to grow its customer base and reach new markets.   As Head of Strategy, Thomas emphasizes on the use of personalization to catch a customer’s interest and drive them to the brand’s end goal. Personalization can be done in myriad ways. For instance, the company uses customer segmentation to tailor its messages to different customer groups, and offers personalized recommendations based on the customer’s interests and preferences.   It’s an informative episode as you’d hear Kunle and Thomas talk more about the different levels of personalization, ways to achieve personalization for different brands, and more examples on how personalization can be fused with content marketing.   ---