Nice read from AdWeek…
Looking forward, here’s what brands and agencies must have a grip on to get down to 1:1 business:
Scale: It may seem like an oxymoron that the Law of One needs scale, but without personalized content to reach individuals, your precision marketing doesn’t stick. Create processes that allow you to align multiple sets of personalized creative content with various trigger points so you can deliver the true impact of 1:1.
Big data: You’ll need data from the back end (like behavioral data from websites) and customer-facing channels (like social, forms and surveys) to reach new heights of personalization. Set your tech plans in motion now.
Cross-channel integration: From desktop to mobile to retail, every channel should be informed by what you know about every customer. They shouldn’t have to explain the same issue to you on email that they just voiced over the phone. Integrate channels for a happier and more loyal customer.