HomeResearch Articles Program and Tactic Personalization: A Decision Guide

Program and Tactic Personalization: A Decision Guide

  • Marketing technology and tools give organizations an unprecedented ability to deliver highly personalized experiences through a variety of channels using a centralized strategy
  • Marketing functions must work together to evaluate whether the benefits of personalization justify the effort and complexity involved
  • Decisions about personalization require balancing opportunities for increased engagement vs. time, cost, technology and skills
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