One-to-One Personalization in the Age of Machine Learning

For over 25 years, marketers have longed to connect with their customers and prospects as individuals. As the volume of customer communications across touch points grows exponentially and consumers' attention spans shrink by the day, delivering maximally relevant, individualized experiences has become an imperative. And while the one-to-one dream had been unattainable for years, machine learning and real-time processing have made it possible today. In this book—now in its second edition—discover what one-to-one personalization is all about, how it's evolved and what the future entails. Learn how it's driven by machine learning, delivered across channels and powered by in-depth customer data brought together in a customer data platform (CDP). Get inspired by the potential for your business and gain insights on how to develop your own personalization strategy and program. Discover how to turn the one-to-one dream into a reality.

In today's world of information overload, marketers have a tremendous challenge cutting through the noise and connecting with their audience members. They must be able to surface individually relevant information if they want to capture the attention of their consumer and business buyers. And as people continue to receive personalized experiences from companies like Amazon, Netflix and Spotify, they have come to expect it from all the other companies they interact with, regardless of industry. One-to-one personalization is about tailoring an experience to a prospect or customer at the individual level. The experience could be on a website, mobile app, email, in person, or any other channel where someone interacts with your brand or company. In contrast to a one-to-all experience (one that is the same for everyone) or a one-to-many experience (one that is targeted to a segment or group of people), a one-to-one experience is truly unique for each person. While marketers have dreamed of delivering one-to-one experiences for over 25 years, it has not been possible without certain enabling technologies, particularly machine learning. Machine learning can comb through massive amounts of data, draw insights about what that data says about an individual, and determine the most relevant experience to deliver—in a far more scalable way than has ever been possible in the past. In this book, One-to-One Personalization in the Age of Machine Learning, now in its second edition, discover what one-to-one personalization is all about, how it has evolved and what the future entails. Learn how it's driven by machine learning, delivered across channels and powered by in-depth customer data brought together in a customer data platform (CDP). Get inspired by the potential for your business and gain insights on how to develop your own personalization strategy and program. Discover how to turn the one-to-one dream into a reality.

Karl is the CEO and Co-founder of Evergage, which provides the market-leading real-time personalization and customer data platform. Together with Greg Hinkle, Evergage's CTO, Karl founded Evergage in 2010 with the vision of building the next generation customer experience platform—one that not only analyzed data but acted on it in the moment. Today, Evergage provides this solution, along with expert strategy and guidance, enabling hundreds of leading companies to realize the dream of one-to-one personalization. Prior to Evergage, Karl spent 10 years as a product and marketing innovator at several leading companies including RSA Security and Red Hat. He led the development of next-gen software businesses in security, cloud computing and marketing technology. Karl graduated from Harvard with a degree in Physics, and is the proud husband of Elizabeth Wirth and the father of four awesome kids.