NOTE: This is a translated version of the original review published in Spanish on Goodreads

Score: 4 Stars.
The personalization of communications and touchpoints we have with leads and clients has become the definitive competitive advantage of modern times. While it may seem simple, executing a personalized strategy requires different components to be synchronized and operate without friction to deliver the right communication at the right time.

Mark Abraham and David Edelman, authors of “Personalized” are two expert consultants on the subject, who have guided large and medium-sized companies in this transition process that allows the execution of personalization strategies. They will be the ones who will present to us everything we need to know about the subject, from the fundamental theory and basic concepts, such as the stages and components of a personalization strategy, and the technological and human talent requirements that are necessary for its correct execution.

This book has helped me broaden my perspective on personalization, and to discover new processes in which I was unaware that these strategies could be executed. In addition, we get case studies and examples in different types of industries such as cosmetics, health care, the financial industry, retail and more are, providing multiple possible application examples that can be executed.

I also highlight the approach given to social and business responsibility around the management of personal data. This is perhaps the most delicate topic of personalization, and providing advice and recommendations to guarantee the security of our clients' data and personal information is key and vital to the execution of a personalization strategy.

Anyway, this has been a reading from which I have learned a lot. I consider this a book that should be read and analyzed before beginning the execution of a personalization strategy, especially because, by following the advices and understanding the concepts explained here, we can avoid possible mistakes in the process. I recommend this book to professionals who want to explore the topic of personalization in depth and who are thinking about applying it in their companies.