ABSTRACT
Customers are sending tremendous amounts of detail through their social media activities, clickstream activity on websites, e-mail, and cell phones. This digital information can provide incredible insights into the patterns and behaviors of individuals and groups. Digital personalization is about deeper understanding and then being able to provide customized services around value choices that are relevant and dynamic across all digital channels (computer, smart phone, tablet, watch, etc.). Combining this digital information with a history of a customer’s transactions and external data about other customers or groups with similar characteristics provides tremendous clarity into next likely actions of a customer or group. Someone who understands a customer’s next likely actions not only has the capability of inuencing the next action but can also inuence the drivers of that action. This can provide a distinct competitive advantage.
