What shoppers really want from personalized marketing

What customers want and what businesses think they want are often two different things. Here's what customers are looking for. Anyone who has gotten an unsolicited and irrelevant offer related to something they've done online knows that creepy feeling that someone is watching me. This kind of reaction is the third rail of today's drive to personalize interactions with customers. That's a problem because, when done right, personalization can be a huge boon for retailers and consumers.