Personalization has become so much more than having someone’s name in an email or direct mail piece. With the amount of data we’re now able to collect in regard to customer behavior, we’re capable of targeting our ideal customers more directly and effectively. We can basically deliver to them a desired message, product or service on a platter. But a big question is … do consumers perceive this as good or bad? Do they like seeing ads that appeal to them? Or do they feel like their privacy is being violated? We’ll dive into all of that, as well as tips on how to best use personalization in your advertising, in this issue of Thinking.