Should situational data be the bedrock of your personalisation strategy?
Engaging and interacting with customers on a 1:1 level is often feted as the holy grail of digital customer experience.
But in a multi-device and multichannel world fraught with data and privacy challenges, we know the road to such personalisation nirvana is long, bumpy and expensive. All without truly knowing how big the pot of gold is at the end of it all.