PERSONALIZED DATA AS A TOOL FOR MAXIMIZING THE COMPANY'S PROFIT

The article is devoted to the study of the impact of personalized data on the profitability of companies. Personalized data is considered as a resource that allows you to achieve customer loyalty and thereby increase sales, i.e. increase profits. The research considers ways to use personalized data in various fields of activity and identifies the reasons for limitations in using this approach, the most common of which are the lack of qualified personnel, resource consumption and lack of a clear vision of the result. We concluded that it is necessary to use various tools for studying and personalizing customer experience, regardless of the field of activity of the companies in order to maximize the company's profits