Imagine someone striking up a conversation with you just based on your street address. Can that start a conversation? Sure. Can it sustain a conversation? Not really. A simplistic start to personalization can only get you so far. Flat data gathered from purchases or web browsing, like geographic location and age, deliver limited context about your customers. But we know the rich data is only an ask away – just like a better conversation topic.When the 2016 Econsultancy Conversion Rate....