Does your grandmother get offers in the mail from "twenty-something" dating services? The days of mass marketing are over. Today, smart marketing organizations are using personalized communications that speak to the individual needs, interests and preferences of consumers. Customers expect you to apply the information you know about them and to continue to learn from the relationship. They don't want their time wasted with irrelevant or inappropriate offers, and neither do you.

Personalization is all about delivering the appropriate offer to the proper customer through the right channel(s). As a cornerstone of customer relationship management (CRM), it can lead to stronger and more profitable relationships with customers. By understanding and predicting customer behavior, companies can create a competitive advantage – but that can be highly dependent on the personalization technique used.

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