The modern-day consumer expects some level of personalization when they interact with a brand. In fact, 80% of consumers say that personalized experiences are at least somewhat important when making purchases. For example, they might want brands to remember how long they've been a customer or when they last bought a particular product-or, at the bare minimum, receive emails that address them by name.

However, in order to keep up-or exceed expectations-brands need the right technology to scale this level of personalization. The truth is that those basic levels of personalization aren't going to be enough to win brand loyalty and stand out in competitive markets. Brands need to go above and beyond to differentiate their customer experiences and really engage with their audience to gain their trust and their love. Doing this requires collecting the right data in an ongoing way and using it to personalize for individual customers on a 1:1 level.

For brands that sell anything, a personalization engine is essential for the growth of their business and in this article, we'll explain what personalization engines are, their benefits, how they work, and what they can do. We'll also show some real-life examples of a personalization engine and customer engagement platform (CEP) at work to demonstrate the fantastic results that can be achieved when this technology is introduced.