Understanding Omnichannel Personalization For Small Businesses

In today’s competitive landscape, small to medium businesses (SMBs) face the constant challenge of standing out and connecting with customers effectively. Generic, one-size-fits-all marketing is no longer sufficient. Customers expect businesses to understand their individual needs and preferences, regardless of how they interact.

This is where omnichannel personalization Meaning ● Omnichannel Personalization, within the reach of Small and Medium Businesses, represents a strategic commitment to deliver unified and tailored customer experiences across all available channels. becomes essential. It’s about creating a seamless and consistent brand experience across all channels ● from your website and social media to email and in-store interactions ● tailored to each customer.

Why Omnichannel Personalization Matters Now

The modern customer journey Meaning ● The Customer Journey, within the context of SMB growth, automation, and implementation, represents a visualization of the end-to-end experience a customer has with an SMB. is rarely linear. A potential customer might discover your product on social media, research it on your website, read reviews on third-party sites, and finally make a purchase in your physical store or online. If these interactions are disjointed and impersonal, you risk losing the customer at any stage. Omnichannel personalization addresses this by:

• Boosting Customer Engagement ● Personalized experiences Meaning ● Personalized Experiences, within the context of SMB operations, denote the delivery of customized interactions and offerings tailored to individual customer preferences and behaviors. are more relevant and engaging, leading to increased interaction with your brand.
• Improving Customer Loyalty ● When customers feel understood and valued, they are more likely to become repeat purchasers and brand advocates.
• Increasing Conversion Rates ● Tailoring offers and content to individual preferences can significantly improve the likelihood of a sale.
• Enhancing Brand Perception ● Personalization shows customers you care about their individual needs, strengthening your brand image.
• Optimizing Marketing ROI ● By targeting the right message to the right person at the right time, you can make your marketing efforts more efficient and cost-effective.

For SMBs, which often operate with limited resources, these benefits translate directly to improved profitability and sustainable growth. It’s not about having a massive marketing budget, but about being smart and strategic in how you use the resources you have.

Omnichannel personalization allows SMBs to punch above their weight, competing effectively with larger businesses by offering superior, individualized customer experiences.

Debunking Personalization Myths for SMBs

Many SMB owners believe that personalization is too complex, expensive, or time-consuming for their businesses. These are common misconceptions. Let’s address some key myths:

1. Myth ● Personalization Requires Massive Data and Complex Systems.
   Reality ● You can start with the data you already have ● customer purchase history, website behavior, email interactions, social media engagement. Simple CRM systems Meaning ● CRM Systems, in the context of SMB growth, serve as a centralized platform to manage customer interactions and data throughout the customer lifecycle; this boosts SMB capabilities. and readily available marketing tools can help you manage and utilize this data effectively. Start small and scale up as you grow.
2. Myth ● Personalization is Only for E-Commerce Businesses.
   Reality ● Personalization is relevant for all types of SMBs, including service-based businesses, restaurants, local shops, and more. For a restaurant, it might be remembering a regular customer’s favorite order. For a service business, it could be tailoring service recommendations based on past interactions. Personalization is about the customer experience, not just online sales.
3. Myth ● Personalization is Intrusive and Creepy.
   Reality ● Effective personalization is about providing value and convenience, not being intrusive. Transparency and customer control are key. Clearly communicate how you are using customer data Meaning ● Customer Data, in the sphere of SMB growth, automation, and implementation, represents the total collection of information pertaining to a business's customers; it is gathered, structured, and leveraged to gain deeper insights into customer behavior, preferences, and needs to inform strategic business decisions. and give them options to opt out or customize their preferences. Respectful personalization builds trust, intrusive personalization destroys it.
4. Myth ● Personalization is Too Expensive for SMBs.
   Reality ● Many affordable and even free tools are available for SMBs to implement basic personalization. Email marketing Meaning ● Email marketing, within the small and medium-sized business (SMB) arena, constitutes a direct digital communication strategy leveraged to cultivate customer relationships, disseminate targeted promotions, and drive sales growth. platforms offer segmentation and personalization features. Social media platforms allow targeted advertising. Website personalization Meaning ● Website Personalization, within the SMB context, signifies the utilization of data and automation technologies to deliver customized web experiences tailored to individual visitor profiles. plugins are available for content management systems. The cost of inaction ● losing customers to competitors who are personalizing ● is often higher than the cost of implementing personalization.

Essential First Steps ● Laying the Foundation

Before diving into advanced strategies, SMBs need to establish a solid foundation for omnichannel personalization. This involves:

1. Understanding Your Customer Segments

You don’t need to personalize every interaction for every individual customer right away. Start by identifying your key customer segments based on demographics, behavior, purchase history, or needs. For example, a clothing boutique might segment customers into “frequent shoppers,” “new customers,” and “occasional browsers.” A restaurant could segment into “lunch crowd,” “dinner crowd,” and “catering clients.” Understanding these segments allows you to create more relevant messaging and offers for each group.

2. Mapping Your Customer Journey

Visualize the typical path a customer takes when interacting with your business. From initial awareness to purchase and post-purchase engagement, identify all touchpoints across different channels. This map will help you pinpoint opportunities for personalization at each stage. Consider touchpoints like:

• Website visits
• Social media interactions
• Email sign-ups and engagement
• Phone calls and inquiries
• In-store visits
• Online reviews
• Customer support interactions

3. Centralizing Customer Data

Data is the fuel for personalization. Even basic personalization requires a way to collect and organize customer information. A simple Customer Relationship Management Meaning ● CRM for SMBs is about building strong customer relationships through data-driven personalization and a balance of automation with human touch. (CRM) system, even a spreadsheet initially, can be a starting point.

The goal is to have a unified view of each customer, regardless of the channel they use. Key data points to collect include:

• Contact information (name, email, phone)
• Purchase history
• Website activity (pages visited, products viewed)
• Email engagement (opens, clicks)
• Social media interactions
• Customer service interactions
• Preferences (if explicitly stated by the customer)

4. Choosing the Right Tools (Start Simple)

You don’t need to invest in expensive enterprise-level platforms to begin. Start with tools you may already be using or that are affordable and easy to implement. Examples include:

• Email Marketing Platforms (Mailchimp, Constant Contact) ● These offer segmentation, personalization tags, and automated email sequences.
• Social Media Advertising Platforms (Facebook Ads, Instagram Ads) ● These allow targeted advertising based on demographics, interests, and behaviors.
• Website Analytics Tools (Google Analytics) ● Track website visitor behavior to understand user interests and optimize website content.
• Basic CRM Software (HubSpot CRM, Zoho CRM Free) ● Manage customer contacts and interactions in one place.

5. Focusing on Quick Wins

Don’t try to overhaul your entire marketing strategy overnight. Start with small, manageable personalization initiatives that can deliver quick results. Examples include:

• Personalizing email subject lines with the customer’s name.
• Recommending products on your website based on browsing history.
• Creating targeted social media ads for specific customer segments.
• Offering personalized welcome messages to new website visitors.
• Sending birthday or anniversary emails with special offers.

These initial steps are about building momentum and demonstrating the value of personalization within your organization. As you see positive results, you can gradually expand your efforts and explore more advanced techniques.

By focusing on these fundamental steps, SMBs can build a strong foundation for omnichannel personalization and begin to reap the rewards of more engaged, loyal, and profitable customer relationships. It’s about progress, not perfection. Start now, learn as you go, and adapt your strategies based on the results you see.

Scaling Personalization Efforts Across Channels

Once the foundational elements are in place, SMBs can move to intermediate-level strategies to scale their personalization efforts across multiple channels. This phase is about integrating different platforms and data sources to create a more cohesive and impactful omnichannel experience. It’s about moving beyond basic personalization tactics and implementing more sophisticated approaches that drive measurable business outcomes.

Integrating Channels for a Seamless Experience

True omnichannel personalization requires breaking down silos between different channels. Customers expect a consistent experience whether they are interacting with you on your website, social media, email, or in person. Channel integration involves:

1. Connecting Your CRM with Marketing Platforms

Integrating your CRM system with your email marketing, social media advertising, and website personalization tools is crucial. This allows you to share customer data across platforms and create more targeted and consistent messaging. For example:

• Email Marketing Personalization ● Use CRM data to personalize email content beyond just names. Segment email lists based on purchase history, website behavior tracked in your CRM, or customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. interactions. Send targeted product recommendations or special offers based on past purchases.
• Social Media Retargeting ● Connect your CRM to your social media ad platforms to retarget website visitors who haven’t made a purchase. Show them personalized ads based on the products they viewed on your website, as tracked in your CRM.
• Website Personalization Based on CRM Data ● If a customer is logged into their account on your website, use CRM data to personalize their website experience. Display content or offers tailored to their past purchases or preferences stored in the CRM.

Many CRM and marketing automation Meaning ● Marketing Automation for SMBs: Strategically automating marketing tasks to enhance efficiency, personalize customer experiences, and drive sustainable business growth. platforms offer built-in integrations or use APIs (Application Programming Interfaces) to connect with other systems. Explore these integration options to streamline data flow and enhance personalization consistency.

2. Leveraging Dynamic Content Across Channels

Dynamic content adapts based on user data, allowing you to deliver personalized experiences in real-time. This can be used across various channels:

• Dynamic Website Content ● Use website personalization tools to display different content to different visitors based on their location, browsing history, or referral source. For example, show different product banners to visitors from different geographic regions or display content related to the referring website.
• Dynamic Email Content ● Beyond personalized greetings, use dynamic content Meaning ● Dynamic content, for SMBs, represents website and application material that adapts in real-time based on user data, behavior, or preferences, enhancing customer engagement. blocks in emails to show different product recommendations, offers, or content sections based on recipient data. This can be based on past purchases, website activity, or expressed preferences.
• Personalized Social Media Feeds ● While direct control over social media feed algorithms is limited, you can use social media listening tools to understand customer interests and tailor your content strategy accordingly. Run polls or ask questions to gather preference data and adjust your content mix to resonate with your audience.

Dynamic content moves beyond static, generic messaging and delivers relevant, engaging experiences that are more likely to convert.

3. Ensuring Consistent Brand Messaging

Personalization should not come at the expense of brand consistency. Maintain a unified brand voice, visual identity, and core messaging across all channels, even as you personalize content. Develop brand guidelines that ensure personalization efforts align with your overall brand identity. Train your team to understand these guidelines and implement personalization in a brand-consistent manner.

Channel integration and dynamic content are about creating a unified customer experience Meaning ● Customer Experience for SMBs: Holistic, subjective customer perception across all interactions, driving loyalty and growth. where personalization feels natural and enhances the brand interaction, rather than feeling disjointed or fragmented.

Advanced Segmentation and Targeting

Moving beyond basic demographic segmentation, intermediate personalization involves more sophisticated targeting strategies:

1. Behavioral Segmentation

Segment customers based on their actions and behaviors, rather than just demographics. This includes:

• Website Behavior ● Segment users based on pages visited, time spent on site, products viewed, cart abandonment. Target cart abandoners with personalized email reminders and special offers.
• Purchase Behavior ● Segment customers based on purchase frequency, average order value, product categories purchased. Reward frequent shoppers with loyalty discounts or exclusive offers.
• Email Engagement ● Segment email subscribers based on open rates, click-through rates, and content preferences. Re-engage inactive subscribers with targeted campaigns or remove them from your active list to improve email deliverability.
• Social Media Engagement ● Segment users based on their interactions with your social media content (likes, shares, comments). Target highly engaged users with exclusive content or early access to new products.

Behavioral segmentation allows you to reach customers with messages that are highly relevant to their current interests and stage in the customer journey.

2. Lifecycle Stage Personalization

Personalize the customer journey based on their lifecycle stage ● from initial awareness to loyal customer and advocate. Tailor your messaging and offers to each stage:

• Awareness Stage ● Focus on brand introduction and value proposition. Use general interest content and offers to attract new prospects.
• Consideration Stage ● Provide more detailed product information, customer reviews, and comparison guides. Offer free trials or demos to encourage engagement.
• Decision Stage ● Offer incentives to purchase, such as discounts, free shipping, or limited-time offers. Address any remaining concerns or questions.
• Retention Stage ● Focus on building loyalty and repeat purchases. Offer personalized recommendations, loyalty rewards, and exclusive content for existing customers.
• Advocacy Stage ● Encourage satisfied customers to become brand advocates. Implement referral programs, ask for reviews and testimonials, and engage with user-generated content.

Lifecycle personalization ensures that you are delivering the right message at the right time, based on where the customer is in their relationship with your brand.

3. Personalization Based on Customer Preferences

Actively solicit customer preferences and use this data to personalize their experience. This can be done through:

• Preference Centers ● Allow customers to explicitly state their preferences for email content, communication frequency, product categories of interest, etc.
• Surveys and Polls ● Use surveys and polls to gather data on customer preferences and needs.
• Progressive Profiling ● Gradually collect customer data over time, asking for a little information at each interaction, rather than overwhelming them with a long form upfront.
• Implicit Preference Tracking ● Analyze customer behavior Meaning ● Customer Behavior, within the sphere of Small and Medium-sized Businesses (SMBs), refers to the study and analysis of how customers decide to buy, use, and dispose of goods, services, ideas, or experiences, particularly as it relates to SMB growth strategies. (website browsing, purchase history) to infer their preferences, even if they haven’t explicitly stated them.

Using preference data ensures that personalization is customer-centric and respects individual choices.

Case Study ● Personalized Email Marketing for an Online Retailer

Consider a small online clothing retailer. Initially, they sent generic weekly newsletters to their entire email list. Moving to intermediate personalization, they implemented the following:

1. CRM Integration ● Integrated their e-commerce platform with their email marketing platform to track purchase history and website browsing behavior.
2. Behavioral Segmentation ● Segmented their email list based on purchase history (e.g., “past purchasers of dresses,” “past purchasers of shoes”).
3. Dynamic Email Content ● Created dynamic email templates that showed product recommendations based on past purchase categories. Customers who previously bought dresses would see new dress arrivals, while shoe purchasers would see new shoe styles.
4. Lifecycle Personalization ● Implemented automated email sequences Meaning ● Automated Email Sequences represent a series of pre-written emails automatically sent to targeted recipients based on specific triggers or schedules, directly impacting lead nurturing and customer engagement for SMBs. for new subscribers, welcoming them and offering a first-purchase discount. Also, set up win-back email campaigns for customers who hadn’t made a purchase in the last three months.

Results ● Within three months, they saw a 40% increase in email click-through rates, a 25% increase in conversion rates from email marketing, and a noticeable boost in repeat purchases. By moving beyond generic emails and implementing data-driven personalization, they significantly improved the effectiveness of their email marketing and drove sales growth.

Scaling personalization efforts requires a strategic approach to channel integration, advanced segmentation, and dynamic content. By implementing these intermediate-level strategies, SMBs can create more impactful and efficient omnichannel experiences that drive customer engagement, loyalty, and revenue growth.

Harnessing AI For Hyper-Personalization

For SMBs aiming for a significant competitive edge, advanced omnichannel personalization leverages the power of Artificial Intelligence (AI). AI-driven tools and strategies enable hyper-personalization at scale, going beyond rule-based segmentation to deliver truly individualized experiences. This level is about anticipating customer needs, automating complex personalization processes, and continuously optimizing for maximum impact. It requires a strategic investment in AI technologies and a data-driven mindset.

The AI Advantage in Personalization

AI transforms personalization from reactive segmentation to proactive, predictive engagement. Key AI capabilities that enhance omnichannel personalization include:

1. Predictive Analytics for Customer Behavior

AI algorithms can analyze vast datasets of customer behavior to predict future actions and preferences. This enables proactive personalization strategies:

• Predictive Product Recommendations ● AI recommendation engines Meaning ● Recommendation Engines, in the sphere of SMB growth, represent a strategic automation tool leveraging data analysis to predict customer preferences and guide purchasing decisions. analyze past purchase history, browsing behavior, and even real-time context to suggest products that a customer is highly likely to buy. These recommendations can be displayed on websites, in emails, and even in-app notifications.
• Churn Prediction ● AI can identify customers who are at high risk of churn based on their engagement patterns and behaviors. This allows businesses to proactively intervene with personalized offers or engagement strategies to retain these customers.
• Next-Best-Action Recommendations ● AI can determine the optimal next action to take with each customer, whether it’s sending a specific email, displaying a particular website offer, or triggering a customer service interaction. This maximizes the effectiveness of each customer touchpoint.
• Personalized Content Curation ● AI can curate personalized content Meaning ● Tailoring content to individual customer needs, enhancing relevance and engagement for SMB growth. feeds for individual users based on their interests and consumption patterns. This is applicable to blog content, social media feeds, and even product catalogs, ensuring that users see the most relevant information first.

Predictive analytics moves personalization from reacting to past behavior to anticipating future needs, creating a more proactive and customer-centric experience.

2. AI-Powered Chatbots for Personalized Customer Service

AI chatbots are evolving beyond simple question answering to provide personalized and proactive customer service across channels:

• Personalized Interactions ● AI chatbots Meaning ● AI Chatbots: Intelligent conversational agents automating SMB interactions, enhancing efficiency, and driving growth through data-driven insights. can access customer data from CRM systems to personalize conversations. They can greet customers by name, reference past purchases, and provide tailored support based on their individual history.
• Proactive Support ● AI chatbots can proactively reach out to customers based on website behavior or predicted needs. For example, if a customer is spending a long time on a product page, a chatbot could proactively offer assistance or answer common questions about that product.
• Omnichannel Support ● AI chatbots can be deployed across multiple channels ● website chat, social media messaging, messaging apps ● providing consistent and personalized support wherever the customer interacts.
• Personalized Recommendations within Chat ● AI chatbots can provide product recommendations or suggest relevant content within the chat conversation, based on the customer’s expressed needs or questions.

AI chatbots enhance customer service Implement chatbots for SMB customer service to boost efficiency, personalize interactions, and achieve measurable growth. by providing instant, personalized support that is available 24/7 across multiple channels.

3. AI-Driven Content Personalization

AI can automate the creation and personalization of content at scale, addressing the challenge of content creation for hyper-personalization:

• Dynamic Content Generation ● AI tools Meaning ● AI Tools, within the SMB sphere, represent a diverse suite of software applications and digital solutions leveraging artificial intelligence to streamline operations, enhance decision-making, and drive business growth. can generate personalized variations of content ● email subject lines, ad copy, website headlines ● tailored to individual customer segments or even individual users. This allows for A/B testing and optimization of content performance at a granular level.
• Personalized Product Descriptions ● AI can generate unique product descriptions that highlight features and benefits most relevant to individual customer segments, based on their past purchase behavior or stated preferences.
• AI-Powered Content Recommendations ● Beyond product recommendations, AI can recommend blog posts, articles, videos, or other content assets that are most likely to be of interest to individual users, based on their browsing history and content consumption patterns.
• Personalized Landing Pages ● AI can dynamically adjust landing page content ● headlines, images, calls-to-action ● based on the source of traffic, user demographics, or past interactions. This improves landing page conversion rates by tailoring the message to the visitor’s context.

AI-driven content personalization Meaning ● Content Personalization, within the SMB context, represents the automated tailoring of digital experiences, such as website content or email campaigns, to individual customer needs and preferences. overcomes the scalability challenge of creating personalized content for large audiences, making hyper-personalization more efficient and cost-effective.

4. Real-Time Personalization with AI

AI enables personalization in real-time, reacting to immediate customer behavior and context:

• Real-Time Website Personalization ● AI algorithms analyze website visitor behavior in real-time ● pages viewed, mouse movements, time spent on page ● to dynamically adjust website content and offers. For example, if a visitor shows signs of hesitation on a product page, a real-time offer of free shipping could be triggered.
• Personalized In-App Experiences ● For businesses with mobile apps, AI can personalize the in-app experience in real-time based on user behavior and location. This could include personalized notifications, in-app offers, or dynamic content adjustments.
• Contextual Personalization ● AI can consider contextual factors like time of day, day of the week, weather, and location to deliver even more relevant and timely personalization. A restaurant could offer different menu recommendations based on the time of day or the current weather conditions.

Real-time personalization creates highly relevant and engaging experiences by responding to immediate customer needs and context.

AI-powered hyper-personalization is about moving beyond static segmentation to dynamic, real-time, and predictive engagement, creating truly individualized customer journeys.

Implementing AI Personalization for SMBs ● Practical Steps

While AI might seem complex, SMBs can adopt AI personalization Meaning ● AI Personalization for SMBs: Tailoring customer experiences with AI to enhance engagement and drive growth, while balancing resources and ethics. in a phased and practical manner:

1. Start with AI-Powered Tools within Existing Platforms

Many marketing and CRM platforms are now incorporating AI features. Explore these built-in AI capabilities before investing in standalone AI solutions. For example:

• AI-Powered Email Marketing Features ● Platforms like Mailchimp and HubSpot offer AI-driven features like send-time optimization (predicting the best time to send emails to individual recipients), smart segmentation (using AI to identify customer segments), and product recommendation engines.
• AI-Driven Social Media Advertising ● Social media ad platforms are increasingly using AI to optimize ad targeting, bidding, and creative selection. Leverage these AI features to improve ad performance.
• AI-Enhanced CRM Features ● Some CRM systems offer AI-powered lead scoring, sales forecasting, and customer service automation. Utilize these features to improve efficiency and personalization within your CRM workflows.

Starting with AI features within platforms you already use is a low-risk and cost-effective way to begin experimenting with AI personalization.

2. Focus on Specific Use Cases with High ROI

Don’t try to implement AI personalization across all areas of your business at once. Identify specific use cases where AI can deliver the highest return on investment. Examples include:

• AI-Powered Product Recommendations for E-Commerce ● Implementing an AI recommendation engine on your e-commerce website can directly boost sales by increasing average order value and conversion rates.
• AI Chatbots for Customer Service ● Automating basic customer service inquiries with AI chatbots can free up human agents for more complex issues and improve customer satisfaction Meaning ● Customer Satisfaction: Ensuring customer delight by consistently meeting and exceeding expectations, fostering loyalty and advocacy. with 24/7 availability.
• Predictive Analytics for Customer Retention ● Using AI to predict customer churn and proactively engage at-risk customers can significantly reduce customer attrition.

Focusing on high-ROI use cases allows you to demonstrate the value of AI personalization and build momentum for further adoption.

3. Choose User-Friendly AI Solutions

For SMBs without dedicated data science teams, it’s crucial to choose AI tools that are user-friendly and require minimal technical expertise. Look for platforms with:

• No-Code or Low-Code Interfaces ● These platforms allow you to implement AI features without writing complex code.
• Pre-Built AI Models ● Opt for solutions that offer pre-trained AI models for common use cases like product recommendations or sentiment analysis, rather than requiring you to build models from scratch.
• Easy Integration ● Choose AI tools that integrate seamlessly with your existing marketing and CRM platforms.
• Good Customer Support and Documentation ● Ensure that the AI vendor provides adequate support and documentation to help you get started and troubleshoot issues.

User-friendly AI solutions make advanced personalization accessible to SMBs without requiring deep technical skills.

4. Prioritize Data Quality and Privacy

AI personalization relies heavily on data. Ensure that you have a robust data collection and management process in place. Focus on:

• Data Accuracy ● Ensure that your customer data is accurate and up-to-date. Inaccurate data can lead to ineffective personalization and even damage customer relationships.
• Data Completeness ● Collect relevant data points that are needed for your personalization strategies. Identify data gaps and implement processes to fill them.
• Data Privacy and Security ● Comply with data privacy regulations (like GDPR or CCPA) and ensure that customer data is securely stored and processed. Transparency with customers about data usage is crucial for building trust.

High-quality and privacy-compliant data is the foundation for effective and ethical AI personalization.

Case Study ● AI-Powered Product Recommendations for an E-Commerce SMB

A small online bookstore implemented an AI-powered product recommendation engine on their website. They integrated a platform like Nosto, which offered pre-built AI models and easy integration with their e-commerce platform (Shopify). They focused on several key recommendation placements:

1. Homepage Recommendations ● Displaying “Recommended for You” book suggestions based on browsing history and past purchases.
2. Product Page Recommendations ● Showing “Customers Who Bought This Item Also Bought” suggestions on product pages.
3. Cart Page Recommendations ● Offering “You Might Also Like” suggestions on the shopping cart page to increase average order value.
4. Personalized Email Recommendations ● Including personalized book recommendations in transactional emails (order confirmations, shipping updates) and promotional emails.

Results ● Within two months, they saw a 15% increase in average order value and a 10% increase in overall sales. Customers were more likely to discover and purchase books they were genuinely interested in, leading to increased sales and improved customer satisfaction. The AI-powered recommendations became a significant driver of revenue growth for the SMB.

Harnessing AI for hyper-personalization is the next frontier for SMBs seeking a competitive advantage. By strategically adopting AI-powered tools and focusing on practical use cases, SMBs can deliver truly individualized customer experiences, drive significant business results, and position themselves for long-term success in the age of AI.

References

• Berry, Michael J. A., and Gordon S. Linoff. Data Mining Techniques ● For Marketing, Sales, and Customer Relationship Management. 3rd ed., Wiley, 2011.
• Kotler, Philip, and Kevin Lane Keller. Marketing Management. 15th ed., Pearson Education, 2016.
• Shani, Guy, and Benjamin M. Marlin. Recommender Systems Handbook. 2nd ed., Springer, 2015.