This article is about Personalization at Scale in marketing, specifically focusing on how companies can leverage technology and organizational strategies to deliver personalized customer experiences across all channels. It emphasizes the importance of integrating data, decision-making, design, and distribution technologies (the 4Ds) to achieve effective personalization, starting with collaboration at the C-suite level. The article provides a blueprint for overcoming challenges related to data silos, decision-making, content creation, and channel integration to unlock the full potential of personalization in marketing.

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