This first of three articles on personalization at scale explores the right place for personalization services in your marketing technology stack
Online personalization as a concept has been with us for more than two decades, but recent developments have elevated its importance for martech leaders:
- Greater attention to test and optimization leading to demands for more “always-on” personalization programs;
- Better access to customer data and segments, opening up possibilities for more targeted experiences in any digital setting;
- Emergence of AI and ML-based approaches for automating personalization logic; and
- Heightened customer expectations for relevancy, leavened by experience with major consumer platforms like Netflix.