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The most important thing to remember when pursuing holistic personalization is that the effort is about the customers—not the brand, channel or product. If you don’t know much about your customer, how could you pamper them?
The trouble is that mounds of data do not readily reveal what individuals are all about.
Let’s say a marketing team wants to identify target customers with strong affinities for new product they are about to push. One can imagine a few variables that may intuitively describe imaginary targets, such as high-income families for luxury products.
But such rule-based targeting often misses
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