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Marketers: Personalization will become a science this year

Marketers: Personalization will become a science this year

It’s 2016, and marketers still have trouble personalizing their outreach to customers. Only five percent of marketers have a predictive understanding of the customer journey, and only 31 percent say they use customer data to provide better experiences.

Just 19 percent of marketers personalize their app strategy, and yet personalization is life or death to brand apps trying to engage new users with high expectations.

But that may be ready to change. I sat down with several leading mobile brands, including Lyft, Shopkick, Poshmark, Smule, and an ex-Walmart executive, at the 2016 Mobile Resolutions conference last week, and the core takeaway was that these companies spent 2015 ramping up in order to embrace personalization in 2016. Here are some of the insights they shared on how they plan to conquer personalization in manageable, scientific ways.

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