Reimagining Agile Omnichannel Personalization with Headless Content

At the end of 2019, Gartner predicted “By 2025, 80% of marketers who have invested in personalization will abandon efforts due to lack of ROI, the perils of customer data management or both.”

Of course, since that prediction, a lot has happened. While traditional, rules-based personalization might very well be abandoned in a few years, the rise of intelligent personalization tools is opening the door for a new approach.

“We’re moving into a world where organizations have access to data that allows them to personalize not just the products you’re seeing, but the experience and the timing of conversations a business is having with you,” says Matt Bradbeer, MACH Business Lead at EPAM Systems, Inc. and Co-Founder of The MACH Alliance. “Personalization has moved from a very blunt approach of showing an ad or a product to having a constantly evolving conversation.”

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