This document outlines the evolution of a company's personalization efforts from Personalization at Scale (P@S) to Empathy at Scale (E@S). It discusses lessons learned from P@S pilots showing increased marketing ROI. E@S is presented as the next step, focusing on truly understanding people to forge deeper emotional connections between people and brands through personalized experiences. Examples are provided of how E@S could be applied.

1. 1
OUR
JOURNEY
STARTED
BACK IN 2017

2. The ability to combine technology and data to uniquely connect with consumers at heroic volume.
PERSONALiZATiON@SCALE.

3. AND WE WERE ONTO SOMETHiNG…
3
Award Winning Work Across All 14 MDLZ BUs Marketing ROI Acceleration
107
96
132
125
158
144
-
20
40
60
80
100
120
140
160
180
P@S ROI (iNDEX) NON P@S ROI (iNDEX)
2018 2019 2020 F
ROI INDEX FROM P@S CAMPAIGNS VS. NON-P@S CAMPAIGNS (INDEX VS. 2018 AVG DIGITAL ROI

4. LESSONS
4
THROUGH BU PILOTS
WE LEARNED IMPORTANT

5. DO NOT
PERSONALiZE
BRANDS TO BLAND:
Mindless personalization
will dilute your brand, and
you will look and feel just
like everyone else – we
must bring your brand’s
personality into
personalization.
PUT PEOPLE
AHEAD OF
PERSONAS
If you only focus on
media audiences, you
lose critical context of
why people are doing
what they do – without
a real human insight,
your work will be less
effective.
QUALITY IS MORE
IMPORTANT THAN
VOLUME
A large variety of tactics
can drive efficiencies but
not effectiveness – we
must target the
consumer behaviors
most connected to
the purchase
behavior.
1 2 3 4
TRUE, OPEN
COLLABORATION
IS CRITICAL:
Doing personalization
the right way requires
marketing teams to work
together with tech
partners, creative, and
media agencies.

6. 6
TO GO A
STEP FURTHER…
IT IS TIME…

8. TO:
EMPATHY@SCALE
The right connection between ‘you’ and a brand that is right
for ‘you’ at the right moment for ‘you’
8
PERSONALiZATiON@SCALE.
The ability to combine technology and data to uniquely
connect with consumers at heroic volume.
FROM:

9. E@S IS ABOUT GETTING CLOSER TO PEOPLE’S HEARTS…
MASS… P@S…
COMMUNICATION
BIG
ALL
BROAD
MEGAPHONE
VIDEO
ENGAGE
FRAGMENTED
CLUSTERS
CUSTOMIZED
PLATFORM
PAID MEDIA
E@S…
CONNECT & CONVERT
RIGHT
BELIEFS & BEHAVIORS
RELEVANT
PARTNER
ALL CONSUMER
TOUCHPOINTS
INTENT:
IDEA:
MESSAGE:
TARGET:
MEDIA:
SCOPE:
9
’12-17 ’17-20 ’20-23

10. E@S IS A CRiTiCAL EVOLUTiON

11. TO DELIVER EMPATHY @ SCALE WE MUST
DEVELOP ROBUST
CONSUMER INSiGHTS
PUT IDEAS
BEFORE AUDIENCES
The most successful
personalization taps into
a true human insight in
order to express an idea
in a personalized way
Create simple purpose
driven ideas that are
then personalized to
different audiences
MASTER
THE CRAFT
“Master the craft”
everyday: The attention
to detail that makes the
difference and delights
people’s hearts.
CREATE HOLISTIC
CONSUMER EXPERIENCES
Expand scope from just
“paid media” to all
consumer touchpoints
(websites, social, POS)
BUILD & LEVERAGE
CONSUMER DATA
Capture and utilize data
that people share with
our brands to build
more relevant and
valuable experiences

12. EXAMPLES OF EMPATHY @ SCALE

13. OUR DIGITAL JOURNEY SO FAR HAS DELiVERED…
13
2017 = $1.28
2018 = $1.47
2019 = $1.77
2020 = $2.47
}
}
+16%
+19%
} +40%

14. 14
BUT WE PLAN TO GO FURTHER…
$2.70
DIGITAL ROI OBJECTIVES

15. PERSONALiZATiON
MADE RiGHT.
FOR SNACKiNG
MADE RiGHT.
PERSONALiZATiON WiTH
EMPATHY@SCALE iS
15