Somewhere in-between none and way-too-much lies the perfect balance - threshold, if you will, of how much personalization brands really need in order to optimize the channel, the communication, and the relationship.

The problem is, that line in the sand gets blown around constantly, and shifts radically within the context of the category, the brand and consumer expectations within those contexts.  

Gustavo Wille, 84.51's VP of Data Science and his team there, oversee some of the most sophisticated personalization efforts in the world - certainly some of the most successful ones.  We sat down with Gustavo recently for a lively and informative conversation to understand how 84.51 approaches brand personalization and what is behind their massive successes.