We’ve all heard the expression: “Garbage in, garbage out.” It means that the quality of the input to a process will determine the quality of the output. If your inputs are bad, then your output will be too.
The adage certainly applies to personalization — any occasion when you decide what experience to deliver to an individual based on something you have learned about him — because even the most advanced machine-learning algorithm designed to provide a highly individualized experience won’t be successful without a deep understanding of each individual. That understanding comes from data.
Author: Katie Sweet