Rethinking Personalization from Segmentation to Individualization

Part 1: Why a Segment-Based Marketing Approach Is So Hard for Business to Quit

If you’ve spent any time around personalization, then you’ve probably encountered the three
great truths about it. The first is that every business needs it. The second is that every
marketing tool is keen to “help” you achieve it. And the third is that rarely, if ever, does it actually involve a real-time personalized experience for the individual shopper on the other
end.

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It’s Time to Go Beyond “Top Sellers” Personalization – Introducing Hyper-Personalization from RichRelevance

Every business today understands the importance of competing on memorable experiences and is deploying some type of personalization in order to differentiate itself. However, as people spend more and more time online, they expect more from each digital interaction, and what passes for personalization is becoming increasingly insufficient.

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