---
title: "Data-Driven Personalization: Its Time Has Come"
summary: |-
  The technology will lead to better products and more loyal customers.
date: "2014-07-16"
issues: ["Privacy"]
authors: ["Joe Kennedy"]
content_type: "Op-Eds & Contributed Articles"
canonical_url: "https://itif.org/publications/2014/07/16/data-driven-personalization-its-time-has-come/"
---

# Data-Driven Personalization: Its Time Has Come

One of the most promising, though still ambiguous and misunderstood, trends in IT is the use of data to deliver to individuals the exact products and services that they need, when they need them, sometimes without their even asking. It's the decades-old promise of personalization.

---
*Source: Information Technology & Innovation Foundation (ITIF)*
*URL: https://itif.org/publications/2014/07/16/data-driven-personalization-its-time-has-come/*