Personalization has reached buzzword status, but most brands still get it wrong. That’s because it’s much more complex than inserting a name into an email or showing the shopper a product they browsed.

Effective personalization starts with data to understand what customers need, then delivers it through connected systems, smart automation, and flexible platforms. It brings together intelligence, identity, and customer-first design to create experiences that delight and convert.

Getting there takes coordination across technology, teams, and touchpoints. Explore our latest thinking to see how connected experiences drive lasting value.