What shoppers really want from personalized marketing

맥킨지

-개인화 가치 = (연관성+시의성)/개인정보의 손실*신뢰
-소비자들이 개인화 마케팅에 진짜로 원하는 것

1. Give me relevant recommendations I wouldn’t have thought of myself.

2. Talk to me when I’m in shopping mode.

3. Remind me of things I want to know but might not be keeping track of.

4. Know me no matter where I interact with you.

5. Share the value in a way that’s meaningful to me.