This is the chapter we’ve all been waiting for, and it’s likely the chapter you bought this book for in the first place. We all think personalization is going to save the digital marketing world. Personalization makes all sorts of promises that we all get really excited about.
Personalization is kind of like the Good Witch of the South in the Wizard of Oz in this regard. She promises a path to digital marketing bliss, meeting the unique needs of each user in this “age of the customer,” or world of Oz we live in.
However, just as the Good Witch shows you the path ...
