<p>THE FUTURE OF PERSONALIZATION
IN MARKETING STARTS WITH
CUSTOMER DATA MANAGEMENT
UNIFY AND TRANSFORM CUSTOMER DATA INTO MARKETING ROI
1 ∙ The Future of Personalization in Marketing Starts with Customer Data Management
Good news: Customer data platforms (CDPs) have
emerged to make personalized marketing possible for
companies large and small.
The early days of mass marketing involved conveying a
generic message to a wide variety of audiences. These
mass-marketing techniques often fell on deaf ears,
because consumers have individual needs not met with
one-to-many communication approaches.
For many marketers, the ability to personalize the mes-
sage to each individual has long been the holy grail.
Imagine automatically greeting each person visiting your
web site with a specific message and imagery based on
whether they’re a long-time customer versus a prospect.
Or, what about automatically not emailing promotions
to those with open (and negative) customer-service
tickets? And wouldn’t it be helpful to advertise online
-- based on purchasing data -- only to those customers
who haven’t bought the product?
The challenge is that personalization without sophisticat-
ed customer data platform technology is a drain on any
marketers’ time and resources.
What if you could automate the ability
to interact with an individual customer
in a way that’s completely personal-
ized? And what if the automation did
not require millions of dollars and years
PERSONALIZATION IN MARKETING: THE HOLY GRAIL
2 ∙ The Future of Personalization in Marketing Starts with Customer Data Management
THE INDUSTRY’S MISSTEPS ON THE PATH TO PERSONALIZATION
Brands and vendors alike have made attempts to use technology to automate personalization. Yet, few
companies have created something that is easy to use, integrates all types of customer data (known,
anonymous) across marketing platforms (email, web, social, mobile, CRM, offline transactions, etc.), use
sophisticated matching logic to unify customer profiles acr