Tier 2 · Should know

Personalization

In one line

Tailoring content, offers, and recommendations to individual behaviour, typically fed by a CDP.

Fuller explanation

Personalisation tunes the experience to the individual. It depends on a clean data foundation (CDP) and content modelled for reuse (headless CMS). For an account leader, it's a recurring expansion theme: most clients want it, few have the data plumbing to do it well — which is the opportunity.

Interview phrase

"Everyone wants personalisation; the expansion opportunity is the data plumbing that actually makes it possible."