Predictive vs Reactive - Personalisation

If you can capture information about people who are interested in your brand, product or service then you have the ability to personalise their web and email experiences.

Most organisations have a large amount of information available, while only a proportion is going to be interesting to any one person. If you could deliver just the content that you know will interest this person then they're going to be a lot more satisfied.

Everyone will have experienced the frustration of trying and failing to find information on a website. So if that information is delivered on a plate to the people who are most likely to want it, then they're going to both feel good about the experience, and be more likely to return, and possibly buy.

This "predictive" approach to delivering content is surely the way of the future. It's the most efficient way of getting targeted messages out to the most highly qualified targets. Isn't that what marketing is about?