Personalization is touted as one of the core tenets of cross-channel marketing, and for good reason. Companies that provide an emotional connection with customers outperform their competitors by 85%.

So, what's the key to personalization? It starts with user and event data, which gives you a front-row seat to your customers' subconscious minds. If you learn to leverage this data properly, you can create highly personalized cross-channel campaigns that make your customers feel like they're VIPs—and boost your bottom line.

Check out this guide to learn about:

• What user and event data really is
• How to use this data throughout the five foundational stages of marketing automation
• Case studies and "inside looks" from real-world brands in each stage