Too often, IT projects fail to live up to their hype. Why does it keep happening—and how can it be fixed?
A Marketing Personalization Platform to Accelerate Transformations
Personalization requires a seamless orchestration of infrastructure, applications, and workflows across the different areas of the marketing landscape. Fabriq Personalization AI by BCG X speeds marketing transformations by injecting automation, templatization, and precision targeting into existing marketing tech and processes—ultimately both scaling and hyperpersonalizing campaign execution.
2x-3x
increase in customer engagement
2%-5%
increase in in-store traffic
30%-50%
increase in marketing ROI
6%-10%
sales lift
15%
average total basket lift
Over the past several years, we’ve developed increasingly sophisticated solutions to help our clients—marketers and CMOs, in particular—bring their data-driven marketing to fruition. Along this journey, we have distilled our learnings into Fabriq Personalization AI by BCG X, a state-of-the-art set of tools, modules, and omnichannel integration capabilities. We are now making our tech available to all marketers who are looking to power bolder, better personalization programs. Fabriq Personalization AI’s ever-expanding productized ecosystem also offers an AI-driven approach to BCG’s proprietary media spend optimization and customer data enrichment to reveal a true 360-degree view of your customers.
Our focus is value creation, and Fabriq Personalization AI is a catalyst for generating measurable returns through personalization. Fabriq Personalization AI is not another tool. It is the connective tissue within your existing martech stack, combining intelligence, omnichannel integration, and the automation layer only where needed to drive the velocity and scale of hyper-personalization—with no annual fee for a perpetual license. All modules work in isolation, natively designed to augment, not supplant, the existing stack. By activating and integrating automated AI models into your stack, our marketing personalization platform frees up marketers from manual analyses and processes to do what they love: innovate, experiment, and create measurable value.
Our focus is value creation, and Fabriq Personalization AI is a catalyst for generating measurable returns through personalization. Fabriq Personalization AI is not another tool. It is the connective tissue within your existing martech stack, combining intelligence, omnichannel integration, and the automation layer only where needed to drive the velocity and scale of hyper-personalization—with no annual fee for a perpetual license. All modules work in isolation, natively designed to augment, not supplant, the existing stack. By activating and integrating automated AI models into your stack, our marketing personalization platform frees up marketers from manual analyses and processes to do what they love: innovate, experiment, and create measurable value.
Who Benefits from Fabriq Personalization AI?
Our marketing personalization platform enables marketers to focus on innovation, while engineers and data scientists have access to scalable paradigms that reach the granularity of 1:1 at one-tenth of the campaign creation time.
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Marketers
Marketers
Empower marketers through templatization and automation of gamified, end-to-end marketing constructs—resulting in campaigns built and launched in a matter of minutes, versus weeks or months.
2
Engineers
Engineers
Provide engineers with production-ready tools to manage infrastructure, automation, and scaling of marketing-focused applications.
3
Data Scientists
Data Scientists
Embed predeveloped machine-learning and AI solutions and empower data scientists to create their own specialized AI solutions, resulting in millions of offer variations.
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2
3
Marketers
Empower marketers through templatization and automation of gamified, end-to-end marketing constructs—resulting in campaigns built and launched in a matter of minutes, versus weeks or months.
Engineers
Provide engineers with production-ready tools to manage infrastructure, automation, and scaling of marketing-focused applications.
Data Scientists
Embed predeveloped machine-learning and AI solutions and empower data scientists to create their own specialized AI solutions, resulting in millions of offer variations.
How Fabriq Personalization AI by BCG X Works
There are several layers to a personalized marketing platform. You need to feed the right data into the right models and ensure the right execution and measurement. You need to scale and continually improve customer journeys. We recognize that different companies are at different stages of the transition to personalized marketing. Some have invested heavily in analytics, talent, and technologies; others are just starting out.
Fabriq Personalization AI by BCG X is built on a modular approach. Companies can leverage any module they need to develop and connect the layers—and activate their use cases with greater speed and efficiency. All modules can work in isolation, work as a system, and integrate into any existing stack.
Why Fabriq Personalization AI?
Fabriq Personalization AI helps companies focus on outcomes—combining technical and human capabilities in ways that complement and supplement each other. When you can boost the velocity of execution, drive fast course correction, and focus on innovation, you get a personalization program where the whole is greater than the sum of its parts.
Fabriq Personalization AI is also technology agnostic. It can be integrated with any tech stack or digital personalization platform. Its APIs, tools, and codebase—spanning analytics, security, and infrastructure—become the clients’ solution in perpetuity, with the freedom to customize as they see fit and develop their own IP. Clients who deploy Fabriq Personalization AI to deliver customized marketing have seen impressive results for engineers, data scientists, and marketers:
Fabriq Personalization AI is also technology agnostic. It can be integrated with any tech stack or digital personalization platform. Its APIs, tools, and codebase—spanning analytics, security, and infrastructure—become the clients’ solution in perpetuity, with the freedom to customize as they see fit and develop their own IP. Clients who deploy Fabriq Personalization AI to deliver customized marketing have seen impressive results for engineers, data scientists, and marketers:
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Speed to Market
- Can be deployed on any major cloud provider within hours
- Jumpstarts your tech capability by up to 18 months
- Helps you build and launch in days rather than weeks
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Automation
- Automates the machine-learning operational tasks required to build, scale, and manage pipelines
- Leverages industry standard open-source tools you already use
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Fully Customizable
- Augments your existing tech stack to realize its full potential
- Uses open-source code and applications
- Includes industrialized pipelines for popular algorithms that can scale out of the box
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Self-Help Marketing Tool
- Launches millions of variations of campaigns and offers with a few clicks using offer templates
- Builds, manages, scales, and measures one-to-one personalized campaigns
- Comes with BCG’s IP and research
Our Clients’ Success in Customized Marketing
Fabriq Personalization AI by BCG X has unlocked personalized marketing solutions for companies in a variety of industries, including retail, health care, travel, insurance, and financial services. Here are some examples:
We deployed Fabriq Personalization AI by BCG X to help a global B2B food service distributor improve customer experiences—and drive top-line growth—through personalization. An initial wave of multiple use cases (including direct-to-customer offers and order prediction and suggestions) sparked $1 billion in incremental sales. Crucially, BCG’s experts looked beyond the algorithms. Feedback from customers and field sales teams helped us improve the analytics models and zero in on high-priority features. Coaching, new sales processes, and new ways of working will help ensure sustained impact.
For a health plan, customized marketing was the key to simultaneously enhancing experiences, controlling costs, and improving care quality. Using Fabriq Personalization AI by BCG X, we launched more than 100 initiatives, including care nudges to flag health screenings and next-best actions to reduce surprise billing. For example, Fabriq Personalization AI made it possible to suggest when a member should check preferred labs for an upcoming visit or confirm drug coverage before heading to the pharmacy. Early returns include a 39% increase in email open rates, an 83% jump in new account creation, and—with a 19% rise in net promoter score—higher member satisfaction.
2024 SIIA CODiE Award: Best Marketing Solution
BCG and BCG X won the 2024 CODiE Award for Best Marketing Solution for Fabriq Personalization AI by BCG X. The award recognizes the best solution that enables companies to plan, target, market, and measure the effectiveness of campaigns promoting products and services to consumers and/or businesses online, off-line and via mobile devices. The CODiE Awards judges noted, "Fabriq empowers marketers with a powerful suite of tools for real-time personalization, media spend optimization, and seamless campaign management with existing tech stack. Its ability to bridge the tech gap, cater to diverse campaign goals, and deliver measurable results makes it a super competitive solution for brands looking to personalize customer experiences and maximize marketing ROI.”
Meet Our Fabriq Personalization AI by BCG X Team
Generative AI offers financial institutions a route to immense new growth—but only those that take transformative action will find their way. A new BCG report lays out a comprehensive executive roadmap.
BCG's Silvio Palumbo discusses AI's role in reshaping the marketing function, including how platforms like Fabriq Personalization AI can translate complex data into powerful customer insights.
GenAI technology is already enhancing marketing efficiency and productivity. Managed responsibly, it can positively reshape the role and influence of the CMO.
A global BCG survey of 23,000 consumers reveals the benefits and hazards of uniquely customized interactions between brands and individual customers.
Top retailers on the BCG Personalization Index can achieve an estimated $570 billion in incremental growth by harnessing first-party data to make customer interactions faster, easier, and more convenient.
Retail Media 3.0 will unlock the channel’s potential as a powerful, strategic marketing tool. But to get there, players must leverage partnerships and insights.
According to our 2024 survey of over 200 CMOs in 7 countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.
Our Insights on Customized Marketing
Book
Personalized: Customer Strategy in the Age of AI
Personalization is a $2 trillion opportunity. BCG's new book offers a playbook for using AI to capture your share of this personalization prize.
VIDEO
Introducing Fabriq Media
Meet Fabriq Media, our end-to-end media optimization and measurement solution for marketers looking to do more with less. Developed within the Fabriq ecosystem, Fabriq Media’s intelligent automation enables marketers to continuously track and identify high-value optimization opportunities in real time, automate the design and launch of experiments across paid channels, and measure the true incrementality of sales lift from these experiments and marketing spend—all in one place.
VIDEO
Introducing Fabriq Identity
Enable your business to cultivate a profound understanding of your customer base. Fabriq Identity is BCG X’s all-in-one customer data solution to optimize marketing efforts, build personalized customer experiences at scale, and develop highly tailored marketing strategies. Utilizing refined machine learning models and leveraging data from industry-leading third-party vendors, Fabriq Identity enriches customer profiles with thousands of attributes encompassing demographic information, purchasing patterns, and digital engagements.
Article
Software Projects Don’t Have to Be Late, Costly, and Irrelevant
Too often, IT projects fail to live up to their hype. Why does it keep happening—and how can it be fixed?
Interview
Exploring the Evolution of AI in Personalized Marketing
BCG's Silvio Palumbo discusses AI's role in reshaping the marketing function, including how platforms like Fabriq Personalization AI can translate complex data into powerful customer insights.
Video
Creating World-Class Consumer Experiences with Fabriq Personalization AI by BCG X
Personalized marketing is about relevance—tailoring content, recommendations, and experiences to an individual consumer's context and needs. Fabriq Personalization AI by BCG X helps companies manage the balancing act of tech, data, and analytics across the technology stack, bringing personalization to life.
video
Reach New Heights with Fabriq Personalization AI by BCG X and Generative AI
How can your brand voice best benefit from generative AI? BCG X's Fabriq Personalization AI is here to help.
Article
The $70 Billion Prize in Personalized Offers
There’s gold at the end of the personalization rainbow. To get it, retailers need to focus on the customer experience, technology, and operating models.
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