Personalisation along the customer journey

Developing a personalisation programme is a process. Not a process of a 360-degree understanding of each customer, but a process of understanding customers’ relationships with a brand and how that brand’s marketers can leverage behavioural signals to enhance the experience of their customers. This paper will guide the reader through the process of building a personalisation programme and the tools and strategies that will be most helpful along the way.

Publication: 
Journal of Digital & Social Media Marketing
Author: 
Reynolds, Christopher
Document Type: 
Research
Paywall: 
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