Personalization vs. Customization: Clarifying the Confusion One of the biggest buzzwords for marketers over the past several years is personalization. While personalization provides marketers and content experience owners the opportunity to drive their customer experience, personalization is still very much a struggle and still very much misunderstood. When discussing this concept, people often use the terms “personalization” and “customization” interchangeably. Not clearly understanding the differences may explain why some businesses have difficulty implementing better experiences for their customers. What is the difference? Personalization tends to leverage user data and doesn’t require any conscious input from the user. All of the work is done behind the scenes, presenting use

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