The document discusses digital engagement and customer lifecycles. It explains that successful engagement requires understanding customers at different stages (leads, buyers, defecting) and treating them appropriately. Predictive technologies can help close the gap between a "1-to-1 dream" of personalized engagement and reality. The document provides examples of how product recommendations on websites, in emails and on other pages can significantly increase customer engagement and revenue. A case study shows how personalized recommendations increased click-through rates and conversions for a restaurant review site. The key takeaways are that digital engagement requires understanding customer stages and communicating across channels in a personalized way using predictive technologies.