Personalization is good. It makes people feel good about brands that offer it. Good old-fashioned personalization typically uses data points such as name, title, purchase history, zip code and behavioral data to present relevant information.
The most common example of personalization is mass marketing emails that address each customer by name. Another is when a consumer is browsing for a brown jacket and are then shown online ads for brown jackets on other sites.
Hyper personalization takes it up a notch with artificial intelligence and near-real-time data to provide extremely relevant and timely content to customers.
Using AI, customer behavior and preferences can be finely captured, and that data can be turned into specific messaging delivered at the right time and place for maximum effect.