The Architecture of Personalization and Engagement

Many DXPs market personalization as a turnkey capability built into their offering. This sounds great until you consider that personalization isn’t just a feature that you toggle on or off — it’s an operating model for defining how you engage with the different user cohorts who engage with your content.

Personalization projects are doomed to fail when they are limited by poorly structured content, slioed data, or rigid workflows that aren’t adaptable to the changing needs of your content organization.