Summary
B2C marketers strive to deliver relevant, personalized customer experiences. But heightened customer expectations, conflicting business goals, overlapping technologies, and execution challenges mean it’s no easy task. Done right, personalization goes beyond any single technology to focus on contextually relevant experiences that boost customer value. Firms must reconcile disparate strategies and tech investments to orchestrate personalization that delivers customer value across all touchpoints throughout the customer lifecycle. This report compiles Forrester’s body of recent personalization research to help you understand the requisite components of a holistic personalization strategy.
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