Regardless of what you call it, unlocking the value from data has never been more accessible, less expensive, and more relevant across industries. When executed well, the elusive concept of personalization at scale becomes reality. Organizations are using customer triggers to optimize the timing, content, offer, and design of every customer experience. Data and technology are critical drivers of customer-centric growth, and leading organizations are those that outperform on five technology building blocks: data, decisioning, design, distribution, and measurement.

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To read more about this topic, see “Modern marketing: What it is, what it isn’t, and how to do it” and “A technology blueprint for personalization at scale.”