South Africa, July 7 -- Yet, despite investing heavily in digital channels, many businesses still fall short of delivering meaningful engagement.

A report on personalisation revealed that 34% of South African customers feel frustrated when a brand doesn't remember their preferences based on previous encounters and purchases.

For marketers, this statistic should be a wake-up call. Consumers are shopping, browsing, and engaging across multiple platforms whether email, app, social media or in-store, and the real challenge isn't how to reach them, but how to do so intelligently and consistently.

At the heart of this challenge lies one fundamental issue: fragmented customer data.

Fragmentation is the hidden enemy of personalisation

Imagin...