5 tips to improve personalization with machine learning

Personalization is a mission-critical feature of effective marketing, as studies show that a personalized journey leads to increased customer engagement and long-term loyalty. Netflix movie recommendations, Spotify music suggestions and special promotions on Amazon demonstrate that personalized content is not only becoming the norm but a consumer expectation. Businesses are accomplishing this task using machine learning, which is becoming the essential go-to tool in content personalization. Evergage, Monetate, Certona, Dynamic Yield and a number of other personalization engine vendors offer this functionality and are increasingly in demand. Gartner's "Magic Quadrant for Personalization Engines" 2019 report shows that personalization engine adoption is up 28% since 2016.