Summary
Companies must personalize digital experiences using all available insights — not just clickstream and thinly defined profiles. New technologies are coming online — including predictive analytics and machine learning — to make it possible to customize an experience in real-time based on all the data. Target did this to generate incremental sales of $50 million to $100 million. Application development and delivery (AD&D) professionals are in a prime position to extend the digital experience platform with new systems of insight to accomplish the same.
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