Data Management

Personalization Is Not About Product, Channel or Brand

Marketers too often forget that it’s not about the method, it’s about the messaging and the target

hand over device
Often, “what’s in the data” matters more than “where they are stored." Donald Iain Smith/Getty Images
By Stephen H. Yu

June 3, 2021

Accessing a CDP (Customer Data Platform) is a must if an organization is serious about individualized targeting and personalization.

Stephen H. Yu

Stephen is president and chief consultant at Willow Data Strategy.

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