From Reactive to Holistic: Exploring the Various Levels of Personalization

Gaps are inevitable when it comes to anticipating consumers' requests—but there are better ways to narrow those misses

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I often talk about personalization in the context of modeling and segmentation. Why? Because, no matter how much resource a company allocates in data collection, it will be impossible to know everything about everyone. Therefore, predictive modeling effectively fills in the gaps of unknowns, as in, “Not 100% sure, but very likely to be something.”

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