the amount of data should at least enable your personalization to provide additional earnings to pay for the salaries of the people involved in creating the personalized customer experience.

A dramatized narrative about how personalization can create better customer experiences and business results has the power to convey personalization on both a logical level and an emotional level like almost nothing else.

Some products are needed more often than others and thus create more frequent transactions and data points.

If you work with AI and analytical models to determine propensity scores and such, then keep in mind that this is not deterministic knowledge

Customer segments can also be used to create more lively personas that people in your organization can relate to. This can make team members better at designing services and customer communications without being too biased and unknowingly designing for themselves instead.

As a rule of thumb, owned media is the preferred choice for personalized communication since it will enable you to control your costs to a much higher degree than is possible on paid media. Showing a personalized message on your website and in your app will generally not cost you anything.

the insights can, over time, become more precise through better data collection and algorithms.

If all four corners of the bowtie are in play at the same time, this is pretty much the most personalized

Figure 23. The combination of Scale of your database and Value per transaction is a determining factor for deciding if personalization is profitable.