Let's Get Personal; Why Brands Are Adopting This Data-Driven MarTech Strategy

There are two Kirana stores in my neighborhood market. Their square footage is almost the same and they both offer similar products. The only differentiating factor between the two is the customer experience they both offer; one is really lousy at it, whereas the other excels at it. Guess which of these stores gets my business? It's obviously the one where I – the customer – feels valued and gets a personalized experience.