You’d be hard pressed to find a tactic more capable of winning and losing customers than personalization. In the past, bad personalization has cost businesses three-quarters of a trillion dollars. In the future, Gartner claims smart personalization will enable businesses to boost their profits by up to 15 percent. Today, personalization is everywhere. Unfortunately, the term “personalization” still carries much confusion with it, which is evidenced by the often-heard admonition that brands still aren’t getting it right.