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Back in the day, you could give customers identical experiences, and they would take it because, well, they had to. Now 70 percent of brands compete on the basis of personalized experiences. But good personalization requires consumer data, and consumers' trust is at a premium.

To wend your way through this minefield, you can't leave teams in silos or inadvertently feed them bad data. Deliver on customer expectations by integrating data platforms and breaking down the barriers that separate team members at your brand.

Optimize the experience for positive change

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