In today’s data-driven economy, standard campaign personalization alone isn’t enough. Customers expect marketers to use their data competently; the ability to personalize appeals using the correct name and contact information is table stakes. Customers are fast becoming accustomed to higher levels of personalization, such as retailers using data like purchasing history and geographic location. Hyper-personalization is the next frontier in marketing. It goes beyond the basics like name, contact information and location to address what the customer is interested in right now, drawing from a variety of sources, including in-app behavior, on-website activities and even social media mentions. When done correctly, hyper-personalization can help marketers deliver highly compelling, customized messages.