Data Science and Personalization: Learnings From the Summit Floor

While we can all agree that personalization is important, it’s becoming more and more apparent that different organizations — and even different marketers — can have distinct views of what it actually means, and beyond that, what it takes to be successful. At the center of the back and forth is, unsurprisingly, the role of data and data science in personalization best practices — specifically, do you NEED a data scientist to be successful with heavy-duty, data-driven personalization? We brought this topic to life during an extended breakout session at Adobe Summit — AKA our Personalization & Optimization Workshop 2016. This highly engaged, highly hands-on session brought together marketers, analysts, data scientists, and thought leaders from all corners of the industry and with a variety of personalization-experience levels. The goal?…


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