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Increasingly, personalization at scale is possible and marketers will start to see more of this in
everything from email marketing to personalized push notifications. For a long time, marketers have
segmented their audience to serve messages that resonate—when marketers can feasibly create
segments of one, marketing messages will be all the more powerful.
Personalization Scales
Companies are using machine learning technology and
customer behavior data to provide 1-to-1 personalization
for mobile apps. Personalized push notification drives 4x
lift in retention for mobile apps (Forrester).
Technology Creates a More Personalized Experience
TripAdvisor personalizes emails based on what links users
clicked on previous emails and what they did on-site. For
example, someone who searched for Seattle is more
likely to be interested in an email that suggests checking
out Portland than Kansas City.
15

Increasingly, personalization at scale is possible and marketers will start to see more of this in
everything from email marketing to personalized push notifications. For a long time, marketers have
segmented their audience to serve messages that resonate—when marketers can feasibly create
segments of one, marketing messages will be all the more powerful.
Personalization Scales
Companies are using machine learning technology and
customer behavior data to provide 1-to-1 personalization
for mobile apps. Personalized push notification drives 4x
lift in retention for mobile apps (Forrester).
Technology Creates a More Personalized Experience
TripAdvisor personalizes emails based on what links users
clicked on previous emails and what they did on-site. For
example, someone who searched for Seattle is more
likely to be interested in an email that suggests checking
out Portland than Kansas City.
15

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