Many retailers think they are practitioners of personalization, but when it comes down to it, they are simply executing segmentation. 1:1 personalization is far more intricate than just segmenting households and giving customers’ offers for items they already buy.
Data-centric communications completely opens up new realms of possibilities and allows CRM to truly become personal. Data liberates us to more easily measure effectiveness, seeing the market as it is today and predicting the direct impact of our actions....