Conclusion
Personalization is blurring with relevancy, as organizations seek to go beyond plug-and-play name tokens and provide prospects and customers with personalized content and experiences from initial interest to post-sale. Various forms of data — third-party, first-party and intent — are essential to successful personalization campaigns, so it’s up to marketers to ensure their data collection processes can keep up.
“Personalization is only as effective as the data behind it,” said Goldstein. “Data powers every aspect of personalization throughout each stage of the funnel. With everchanging data privacy rules, companies will rely even more on first-party data to fuel marketing decisions, optimize and innovate on customer experiences.”
