Achieving peak personalization
Somewhere in-between none and way-too-much lies the perfect balance – threshold, if you will, of how much personalization brands really need in order to optimize the channel, the communication, and the relationship.
The problem is, that line in the sand gets blown around constantly, and shifts radically within the contexts of the category, the brand and consumer expectations.
Gustavo Wille, 84.51°’s VP of Data Science, oversees some of the most sophisticated personalization efforts in the world – certainly some of the most successful ones. In this podcast, Gustavo shares how 84.51° approaches brand personalization.
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