These days, everybody seems to be jumping on the personalization bandwagon, which is great, but I’ve noticed that brands often struggle with exactly how to do it. That’s why I believe there is perhaps no marketing buzzword more important than “personalization.

” Try Googling it: a search turns up nearly 100 million results. Brands are spending millions on “getting personal” with customers. A recent Gartner survey found that CMOs across industries spend over 14 percent of their budgets on personalization. But for many brands, that spending hasn’t led to maximum ROI. A recent survey shows that over 80 percent of consumers…

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