Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences.
In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our ability to monitor behavior, gather even more customer data and potentially deliver outstanding experiences. Regrettably, as history demonstrates, there are countless examples of how this can go terribly wrong. Perhaps it’s time to learn from our mistakes.