DMN “Contrarian Week”

Digital Marketing News featured my thoughts on 1-1 personalization as part of their contrarian week. I don’t always go against popular opinion, but being a marketer, product manager, and computer scientist I do tend to see through the hype associated with marketing technology and trends.

Marketers Have to Stop Chasing One-to-one Personalization.

Marketers have to be relevant in order for their efforts to be worth anything. But chasing the elusive (and difficult to achieve) goal of 1:1 personalization may actually be hampering revenue potential. There is a way to remain targeted and relevant and provide a great user experience while increasing the LTV of each individual user in your database, and a category-based program might just help you strike that balance.

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