Personalization is a catch all phrase in the digital world. In reality, personalization can be executed in many ways. For example, a desktop display ad targeted to thousands based on a generic search term, all the way to an individualized dynamic product offer email. Yes both of these are personalized, just at a different levels. Personalization can be defined by the size of the audience, the specificity of the content that is being presented, the channel being used and even the timing of the message. The mix of these determines the "personalization" level. The findings are that the more personalized, i.e. catered to an individual level the better performing the KPIs. Though a great personalization mix at a group or segment level can provide higher performing ROIs too. The challenge to marketers is to optimize the personalization level and the cost to do this, and depending on the industry, the product or CTA, performance will vary. The direct to consumer retail