If you're still sending out generic offers to your customers in 2017, something's wrong. However, according to a recent article in The Wall Street Journal about personalization using data, "banks, including Chase, know they are sitting on a large deposit of gold—and they intend to mine it." The same is true across every industry, particularly larger institutions with both legacy data from historical transactions. They're trying to find ways to combine that data with real-time, behavioral data (from their website, for example) so they can use it to personalize interactions with their customers. This will improve customer experience and has been proven to increase loyalty, retention, and revenue.