Why Personalization Isn’t Always Personal
The Formation Team | February 04, 2020

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Brands see personalization as the key to building customer loyalty and growing their business, but depending on who you ask, you may get different perspectives on what "personalization" is, and how to do it successfully. Download our white paper to find out what level of personalization your team is implementing and how your company compares to other top brands.

Personalization Is a Challenge


Customers are seeking a more personalized experience, one that requires marketing to develop a unique relationship with each buyer. Yet, there’s still confusion around what “personalization” really means, and how to implement it effectively.


The Stages of Personalization



Segmentation used to divide customers into groups based on a common set of characteristics such as age, gender or location. Customers receive broadly relevant offers.



Segmentation used to further divide customers into sub-groups based on additional attributes like lifestyle, interests and purchase behaviors. Customers receive broadly relevant offers.


Artificial intelligence (AI) and machine learning (ML) technology is used to access and process large amounts of disparate data and create individualized segments. Customers receive 1:1 personalized offers.


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