The Engine: Intelligent Automation & Personalization

Once you have a clean data foundation, you need an engine to act on it. This is the role of your automation and personalization platforms. These tools connect to your CDP/CRM and use that rich data to deliver the right message to the right person at the right time. This layer includes everything from sophisticated email nurturing sequences and lead scoring to dynamic website content that changes based on user behavior. The goal is to move from mass communication to personalized conversations at scale.