Personalization has long been viewed as the purview of digitally native companies. Now McDonald’s will use it to upsell at the counter.

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A U.K. watch dealer raised its conversion rates by 350 percent. Its secret? Personalization, which is not as complicated as you may think.

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Personalized content is becoming more popular in the marketing scene. What has your company done in that context?

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Personalization? Customers don’t fear it; they expect it. Just be sure to be transparent about how you use their data.

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Few marketers take full advantage of available customer data to individualize their advertising and marketing.

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