Summary
Too many organizations dive into executing “personalization” before defining what they mean by the term and establishing an organizationwide personalization vision that’s grounded in customers’ needs, outcomes, and mutual exchanges of value. This vision is critical to avoid overgeneralizing about personalization and to boost efficiency and results when executing on it. B2C marketing leaders should read this report and follow its sequential flow — a personalization vision first; then execution — to create contextually relevant customer moments and measurable outcomes.
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