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For Application Development & Delivery Professionals

Advance To Next-Generation Personalization

Support Relevant Digital Experiences In The Multichannel World With Contextual Experiences

January 13, 2014

Why Read This Report

Organizations have long personalized their websites for customer segments. Now they need to go further, first by delivering the right experience to the right user at the right time and on the right device and next by delivering relevant, tailored experiences that meet individual user needs by combining historical, behavioral, and profile data with real-time situational feedback. We call this next step in customer experience targeting, contextualization. This report helps application development and delivery (AD&D) professionals understand what contextualization is, what its benefits are, and what tools, processes, and technologies can help deliver it.

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Table of Contents

  • Firms Struggle To Deliver Relevance At Scale
  • Move From Personalization To Contextualization
  • Multiple Technologies Support Contextualization
  • Organizations Begin To Travel Down The Contextualization Path
  • RECOMMENDATIONS

  • Apply The Right Technologies To Support Contextualization Efforts
  • Supplemental Material
  • Related Research Documents