Why marketers need both rule-based and machine learning-based personalization

Sourced from: https://www.clickz.com/why-marketers-need-both-rule-based-and-machine-learning-based-personalization/264717/

30-second summary:

Personalization has become a key differentiator for brands hungry to achieve a relevant customer experience.
Brands have typically relied on rule-based personalization, manually defining if/then logic for serving experiences to specific audience segments.
However, a rule-based approach can quickly become highly complex and ultimately untenable the more segments, experiences, and variations come into play.
Through machine learning-based personalization, brands can more easily scale decision-making and increase efficiencies where human processing power is limited.
The symbiosis of rule-based and machine learning-based personalization provides the best approach for brands to control critical aspects of the customer journey while serving bespoke experiences to key audiences.

Mounting consumer expectations and competitive pressures have created a new reality for marketers: Personalization is no longer a luxury but has become a basic standard of service in today’s… Read More

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