Personalization is adapting a customer's experience based on what is known about them, whether through rules a marketer wrote, segments the team defined, or a model's decisions.
Category
CDP Fundamentals
Also known as
personalisation; 1:1 personalization
It ranges from simple (using a first name) to sophisticated (predict the next best offer). All of it depends on the underlying data: an engine reading unified, consented profiles is relevant, while the same engine on fragmented data can be confidently wrong.
In practice
Invest in the data before the personalization tactics. The most common failure is not a weak engine but weak inputs, which produce personalization that misfires in ways customers notice and remember.
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