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Many marketers treat personalization purely as a technological challenge. It’s not completely off base to think that way. After all, nothing can be done without the technology that enables delivery of customized messages to designated targets.
However, there is danger in that line of thinking. One may consider the mission accomplished when some fancy personalization engine is installed in the system. Successful integration of technology is a good start, but not the end. If you want proof of inadequate personalization, just look at your own inboxes and browser walls.