Marketing

Retailers and direct marketers must do more for less while providing concrete proof that their programs deliver results. That brings personalization to the forefront. Done right, personalization consistently delivers higher return on investment. But “done right” is the operative phrase.

Consumers are craving greater relevancy, and are increasingly using their power to disconnect from brands that don’t speak to them as individuals. A 2009 Chief Marketing Officer Council study found that 63 percent of respondents have or would consider abandoning a brand altogether because of irrelevant communications.