FindMine: How Personalization Effects Brands

Over 89% of digital businesses are now investing in personalization marketing tactics. An individualized approach is said to hook the consumer, invite more interaction, and help boost sales. But investing in an individualized campaign is costly and it might not be all it’s made up to be. How should companies invest in their future without paying too much and losing their brand image in the process?

In this episode of “What Just Happened?” host Christine Russo invites guest Michelle Bacharach, CEO of FindMine to chat about brand personalization.

Contrary to many thought leaders of today, Bacharach believes personalization is a huge risk, one that can bankrupt a business. On one hand, personalization investment is increasing, but on the other, it is diminishing brand and editorial vision – which is arguably the one thing brands have that stands apart from giant retailers like Amazon.

“One of the reasons I started this business was that I believe that personalization can literally bankrupt businesses,” outlined Bacharach.

Russo and Bacharach discuss…

● The high-risk, low reward of buying into an individualized personalization market

● How brand differentiation rewards the consumer and the business

● Why FindMine implements a different approach to brand personalization while staying true to a scaled-out editorial vision for each company

“…what FindMine does is we’re a content-engine. We amplify the amount of editorial and inspirational content that’s available, sometimes by, you know, 10,000x what you have, and so if you can take that little nugget of…five assets that your marketing team feels great about and splice it and dice it and make it into a whole bunch of different flavors and varieties that are still on brand…but are different enough and dynamic enough to be appropriate for each of those people…you get a one-to-one story that’s possible…,” said Bacharach.

Bacharach has been the CEO of FindMine for over six years. She earned her BA in Interdisciplinary Studies from the University of California, Berkeley and her MBA from NYU’s Stern School of Business.

Follow us on social media for the latest updates in B2B!



gpu deployment
Applied Digital is Scaling Up Infrastructure to Handle Growing GPU Deployment Needs
May 20, 2024

During a transformative period, Applied Digital experienced a significant increase in demand for large-scale GPU deployment. This demand required a focus on power density, as the networking within data centers, particularly for InfiniBand, necessitated that servers be located close together. Each server consumed 10.2 kilowatts of power, and the optimal performance was achieved when…

Read More
power sources
Applied Digital is Revolutionizing High Performance Computing by Locating Facilities at Unique Power Sources
May 20, 2024

Applied Digital optimizes high-performance computing by leveraging unique power sources, and locating facilities at the source of power rather than in traditional cloud regions. This approach is particularly suited for AI workloads, which do not require ultra-low latency like video streaming. By targeting areas with abundant but underutilized power, known as “stranded power,” the…

Read More
Experts Talk K-12 EdTech Leadership Priorities
K-12 EdTech Leadership Needs a Bigger Seat at the Table to Overcome Cybersecurity, Staffing, Professional Development Challenges
May 20, 2024

As we navigate the evolving landscape of K-12 education, the role of technology, as well as K-12 edtech leadership has never been more pivotal. Especially in the era of K-12 education post-pandemic, how has this influx of technology solutions for everything from curriculum management, to hybrid learning, to quiz gamification, to AI-supported learning, impacted…

Read More
energy reporting
Energy Reporting for Utilities & Businesses Isn’t Just for Transparency. It’s for Energy & Cost Savings, Too.
May 20, 2024

As cities and states increasingly implement energy benchmarking, disclosure, and transparency mandates, utilities and businesses find themselves navigating a complex landscape of compliance and opportunity. The rise of building performance standards, such as New York’s Local Law 97, Boston’s Building Energy Reporting and Disclosure Ordinance (BERDO), and Denver’s Energize Denver, underscores the urgency for detailed…

Read More