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Traditionally, it’s the B2C marketers who move first to improve their buyer experience with data and personalization. In recent years, internet services like Amazon and Netflix have set the bar with real-time recommendations based on past behavior. Dynamically changing the customer’s journey produces a “segment of one” experience that is engaging and compelling. According to a recent survey by <a href="http://www.mitx.org/files/Evergage_Perceptions_of_Realtime_Marketing_SurveyResults.pdf">Evergage in “Real-Time for the Rest of Us”</a>, the main benefits include: