We all have heard the phrase, “personalization at scale.” What it means is the ability to programmatically show relevant experiences to each user on each channel without your marketing team having to manually craft specific messages for each individual. When most people talk about personalization, the focus is almost always on understanding the customer and segmenting audiences so marketers can target them with the appropriate messaging. This rightful preoccupation with having a 360 view of the customer gave rise to the customer data platform.
