Refine Your Personalization Efforts by Ditching Tech-First Tendencies

When I ask organizations about their marketing roadmaps, they often stress the need for personalization capabilities in digital experience delivery as one of their top organizational objectives. The problem with this focus, however, is that implementing personalization capabilities is not an end in itself.  While the constant barrage of messages from marketing technology vendors implies that installing their tech solutions will produce better marketing, in reality, technology is always a means to an end. Technology may be an important enabler of good experience strategy but it doesn’t create it, and without good experience strategy — and data and content — technology alone cannot deliver results.   Machine Learning for Content Personalization For the last year, I have been working with several marketing teams on the implementation of algorithmic content personalization…

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