A MARKETER’S GUIDE TO DRIVING INCREMENTAL CUSTOMER BEHAVIOR2 Expectation vs. Reality In today’s world, customers expect brands to know who they are on an individual level, and serve them offers, engagements, and content that pertains to their personal experience with the brand. To be specific, “74% of customers believe personalised promotions would encourage them to purchase relevant products they’ve never purchased before,” according to Marketing Tech. Simple as that, right? Brands know this, and they also know they have to deliver or risk losing business to competitors and leaving significant money on the table. And yet, many of them continue to struggle to orchestrate customer interactions across channels or understand the customer journey. Most organizations have custome

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