Software company LiftIgniter recently hosted a webinar with Brian Solis on the subject of real-time personalization with customers; this article at their blog summarizes the highlights.
The age of simply creating a profile of a customer by placing them in a certain demographic is fading away. With the ability to understand who a customer is, whether through their values, intent, or other psychographic qualities, companies can utilize the human algorithm as a growth engine, and make marketing even more valuable for an organization. Understanding the human algorithm is a very important aspect of optimizing the customer experience. As Brian notes, customer experience is the number one catalyst for advanced digital transformation.