With the increasing number of messages people are receiving today, from online to offline, the importance of delivering a message that resonates with the user has never been more important. Creating a personalized message that creates a connection is critical, and with the increasing amount of data available to marketers, personalization options have only expanded. Personalization needs to be incorporated into all marketing, shopping and service experiences. In many of his presentations on personalization, Ron Jacobs has referenced the 4 R’s of personalization from Accenture, and discussed how they are key ingredients in connecting with prospects and customers. The 4R’s are Recognize, Recommend, Remember and Relevance, and all play important roles in curating experiences to each individual in a seamless manner across channels.