Personalization platforms are a new must-have for all businesses, but sometimes they look like a Christmas tree covered with decorations. To help everyone who has experienced this pain, here is a how-to guide for choosing a retail personalization platform. In this article, I will share my opinion about why marketing personalization has become so popular, what principles should be followed when choosing a personalization platform, and what a typical decision tree might look like. Why marketing personalization is so popular Nobody likes spam and unnecessary offers.