‘Why Trying to Add Personalization to Websites Has Failed’ – Entrepreneur
Liraz Margailt says, “The cynics among us would say that the new year gives people a new start on old habits. And despite great leaps in innovative technology and know-how, when it comes to the world of high tech, some digital businesses seem no different from the masses who fail to achieve their resolutions after several weeks or months of trying.
For the past eight years, companies have dubbed each January “the year of personalization” when it comes to digital marketing. Because businesses have many different types of users who require various types of experiences, “personalization” is deemed part of the solution to the million-dollar question today: how can we predict customers’ behavior and thus improve the digital experience? Businesses across every industry invest countless resources in an effort to answer this question, as it will help the organization gain a competitive advantage, and thus increase profits — but many end up failing repeatedly”.
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