Do you remember the first time you received a “personalized” offer in the mail? For me it was in the early ‘80’s and the thrill was brief. It didn’t take long to realize it was simply a computer-generated mass mailing designed to appear personalized. Today that desire for a truly individualized communication continues to be a top priority for the vast majority of consumers, and a critical topic for marketers. Before we explore the concept, we need a shared view....

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