personalization
POSTED : May 17, 2018
BY : Clay Walton-House

Personalization has been a topic of conversation among executives, marketers and leading brands for over a decade.

In a 2014 study conducted by Adobe, when asked to prioritize one capability that will be most important to marketing in the future, personalization topped marketers’ lists. Two years later, Forbes dubbed personalization the “holy grail of marketing.” Again in 2017, personalization kept up its illustrious reputation as Gartner’s “#1 strategic investment for brands” (2017).

We keep hearing about the importance of personalization but why don’t we see it more widespread—particularly in one of the most personal industries: Retail? Why don’t we experience it more as consumers? And why do we struggle to enable it as marketers?

In this guide, we show you how to overcome data challenges and mobilize your organization to implement a personalization strategy that drives real customer and business impact.


About the Author

Clay Walton-House serves as Managing Director of Integrated Loyalty Services at PK. He helps Fortune 500 companies create and implement new customer engagement strategies that accelerate growth and build loyalty. His expertise lies in understanding consumer behavior and translating it into actionable customer insights. Clay has a proven track record of successful loyalty program design and optimization, helping uncover ways to build retention and loyalty strategies into a company’s broader business model.

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