Personalization at Scale

One-to-one for everyone

As customers increasingly use digital channels, brands must deliver personalized experiences that make them feel understood and valued.

But beyond customer expectations, there’s business incentive: 50% of revenue comes from the top 10% of customers, and 90% from the top 20%. Retaining these top customers and finding more like them is crucial. That’s where personalization is a powerful advantage, allowing you to create tailored experiences that build lasting relationships.

At its core, personalization means making interactions more relevant to customers. Personalization at scale goes further, ensuring relevance every time. Yet, even starting means having a full view of everything there is to know about your customers.

In the guide, explore:

• Three fundamentals of personalization at scale

• Where to start

• How Alaska Airlines uses personalization to drive revenue

• Common pitfalls of personalization initiatives

• The technical capabilities needed to power personalization