Intelligent CIO North America Issue 25 | Page 41

Why is personalization important when it comes to insights ?
Traditionally , businesses would target either a segment or a generalized population , but over the past 10 years we have micro-segmented potential buyers , in recognition that we are all unique individuals , creating numerous journeys .
Therefore , personalization has become more complicated but , with more specific and granular data and systems , the results can be invaluable .
However , there is an unfulfillled opportunity to automate that further .
Secondly , businesses spend significant amounts of money on acquiring customers and then maintaining them , with ever increasing ad spends without knowing what works effectively . If you can use your data correctly , you can become more precise with your spending and with the right dollar in the right place , you gain far more efficiency .
Nick King , President and Chief Product Marketing Officer , Snowplow
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