The Personalization Plateau: Why More Data Isn't Creating Better Experiences

Moving from "what you did" to "what you're trying to accomplish" with context-rich personalization

We've reached peak personalization, and the results are... underwhelming. Despite having more customer data than ever before, most "personalized" experiences feel generic and creepy rather than helpful and relevant.

The problem isn't lack of data – it's lack of context. Knowing someone bought running shoes doesn't mean they want running shoe ads forever. It might mean they just started a fitness journey, or they bought a gift, or they're training for a specific event. Without context, personalization becomes sophisticated spam.

The breakthrough is happening with companies that combine behavioral data with declared intent data. Instead of guessing what customers want based on past actions, they're creating value exchanges where customers tell them what they're trying to achieve.

The Context-Rich Personalization Model:

• Intent data collection through interactive content

• Progressive profiling based on value exchange

• Situational personalization based on context clues

• Outcome-based recommendation engines

The 2025 Shift: Personalization will move from "what you did" to "what you're trying to accomplish." The winning experiences will feel like having a knowledgeable friend who understands your goals, not a stalker who remembers everything you've ever clicked.