The white paper "Making Personalization Possible" discusses the importance of personalization in marketing and how it has evolved over time. The key findings suggest that personalization is now a universal mandate across industries and company sizes, and that it is no longer just a novelty. The paper also highlights the role of Microsoft in driving personalization strategies and provides expert perspective on the topic. The paper concludes that personalization is critical for making offers and experiences more relevant and meaningful to customers, and that it is essential for marketers to integrate personalization into an overarching marketing strategy.
