Why is personalization so important? Simple, you want to provide the best possible experience to your prospect or customer. This is absolutely critical. You want every interaction with your customer to be as effective and efficient as possible, this requires at least a certain amount of knowledge of your customer but obviously, you can never have too much data from which to make decisions. Today, we are always connected, we expect that the companies that we choose to do business with, to at least know every interaction that we have with them. It is simply not acceptable for an eCommerce site to not easily know what I recently viewed and make recommendations to me. Also, they must know my purchase history with them, in order to make more intelligent recommendations on other products that I may actually need. It all comes back to the core principal, that the more you know your customer, the more effective and efficiently you can keep communicate. The end goal of all this, of course is to create lasting relationships.