The document discusses the importance of personalization in improving customer experience and conversion rates. It highlights several strategies and elements essential for effective personalization. Various resources and articles are referenced to support these concepts.

1. http://www.uxbooth.com/articles/improve-conversions-with-better-personalization/
http://www.merkleinc.com/blog/digital-strategy/personalization/5-elements-personalization-definition
http://omegazadvisors.com/2014/01/13/technique-personalizing-communications-and-conversations/
http://www.forbes.com/sites/sap/2014/03/12/personalization-the-secret-to-better-customer-experience/
http://venturebeat.com/2014/03/26/10-quick-tips-about-personalization/
https://en.wikipedia.org/wiki/Personalization
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