/ˈpərs(ə)nəˌlīz āSH(ə)n/

Using technology to take into account the individual preferences and tendencies of each user when communicating with them.


Taking data and using it to match the customer experiences to each individual customer is known as personalization. While personalization can be something as simple as email that feeds in real first names (“Hi, Jim!”), it can also be as complex as porting information from each user’s customer profile into the messages you send. The goal of personalization is to effectively drive relevant valuable experiences without overstepping customer boundaries.

The best neighborhood merchants know their customers. They know their names and their product preferences. The distance and screen-y nature of digital marketing puts obvious walls between you and your customers, but data can reveal customer behavior and preferences. If marketers have the tools they need to capture this information, and if they’re smart about how they use this data, users can feel seen and understood as individuals. This will do a lot to endear them to your brand.

“At its core, personalization is about engaging with each customer as an individual.”