Personalization has long been pitched as the holy grail of digital marketing. Serve the right content to the right person at the right time, and conversions skyrocket, revenue climbs, and users send metaphorical thank-you notes. But there’s one big problem. When personalization goes wrong, it doesn’t feel like a personal concierge. It feels like being trapped in a weird, repetitive corner of the internet. Users are placed into a niche and start experiencing only information that goes into that niche. However, individuals are often multifaceted and change over time. A system that caters to a single user facet risks becoming boring or even annoying and can miss opportunities. ​​Translation? People aren’t one-dimensional. Personalization  can work—just not for everyone, and not without serious planning. Before pouring budget and developer hours into it, organizations need to know exactly what they’re getting into.…