Know Thy Customer – How Identity Drives Effective Personalization Customers’ enthusiastic embrace of online, mobile, social media and omni-channel commerce is both a forcing function and result of the landscape’s ongoing digital transformation. This move to digital produces great lakes of data and in turn, great opportunities for marketers. In addition, cloud computing and big data solutions have given businesses of all sizes greater processing capability than ever before. The question is then where does one begin? Personalization is an increasingly important pillar of effective ecommerce and an approach that has gained a lot of attention in recent years. It is embraced by sectors well beyond its retail roots, such as utilities and logistics, financial services and automotive. And the reason is simple – even basic personalization can yield great results.