Personalization is the customization of content items to match the specific needs of individuals. Personalization utilizes content structure to create variations in content items by using knowledge of the audience based on their known preferences, context, and behavior. Personalization is anticipated and delivered. It relies on customer data, and is generally most sophisticated for customers who are logged in and known. Content can be personalized based on the customer’s location, their current customer relationship or membership status, according to pending actions or suggested next steps, and many other parameters.
Although personalization is most often associated with marketing offers, personalization can be especially customer-centric when it is able to deliver information that saves time or delivers value beyond what generic content would provide.