Personalization is not just a buzzword—it’s a method to drive engagement, conversion, loyalty, and growth by making each customer interaction relevant. True personalization at scale means delivering individualized experiences across millions of users and every stage of the customer journey. This requires a deep understanding and activation of customer data. The guide outlines fundamentals for scaling personalization, introduces a maturity model for getting started, shares a case study from Alaska Airlines, and warns against common pitfalls. Success depends on accessible, actionable data and the ability to turn insights into consistent, meaningful experiences.

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