Best Practice Report

Align Strategy And Technology To Deliver Next-Gen Personalization

September 2nd, 2020
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Brendan Witcher, VP, Principal Analyst
Brendan Witcher VP, Principal Analyst
With contributors:
Mary Pilecki , Shar VanBoskirk , Cole Walsh , Christine Turley

Summary

B2C marketers strive to differentiate and add value to customer experiences through personalization. They often have a rough idea for how the final experience should materialize — but frequently fail to establish a customer-obsession strategy that governs personalization investments. Marketers today must fully understand the value — and risks — of comprehensive personalization that aligns technology with defined business outcomes to deliver optimal customer experiences.

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