This playbook explores some the three primary components of building a world-class personalization program:

• Identity and insights
• Commerce and customer journeys
• Content at scale

But putting all these practices into motion can be daunting. Many brands add some personalization capabilities but fail to make the broader transformation that enables a true personalization at scale.

To help make a strong start down that path, this playbook recommends five key strategic stepping stones that pave the way to success.