Personalization seems like the logical endpoint of data-driven marketing. If we can present our users with an experience that’s tailored to their interests, that should be better for them and better for us. But personalization can come with unexpected costs that eat into its efficacy, and it can even turn customers away and tarnish your brand image. There’s a tendency to view increasingly accurately targeted messaging as a good: personal good, broadcast bad. We need to look beyond that, and we should start with the state of personalization now, what marketers think of it, and most crucially of all, what…
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