Why Your Organization Is Approaching Personalization Wrong by Fiona Adler via +Information Management - Despite their reputations, we found that benchmark firms collected only very basic information around their customers. They were weak at applying advanced predictive analytics and overall fell short of providing customers with an experience they desired or expected.
There is no point asking for data if you are not going to use it, and you have to think about the effect asking for that data is going to have on your customers.
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