Why customer profiles are the key to personalisation
Personalisation has been around for a number of years now. Brands tend to focus on a single channel (often email or web) and concentrate on adjusting the content for a superficial personalisation experience.
Meanwhile the challenges brands face around the disparate state of their customer data are not addressed, resulting in a preference for broadcast marketing. Creating actionable customer profiles allows brands to break down their data silos, focus on the evolving data streams and...