Trends Report

Advance To Next-Generation Personalization

Support Relevant Digital Experiences In The Multichannel World With Contextual Experiences

January 13th, 2014
AY
Anjali Yakkundi
With contributors:
Stephen Powers , Harley Manning , John Rymer , Steven Kesler

Summary

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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