There are so many companies promulgating self-serving definitions that Scott decided to put a stake in the ground and put forward a comprehensive definition. This impassioned argument is provocatively titled "What the *!X&! does "personalized marketing really mean?" It's enough for me to put a quarter in the swear jar! ;-) But it's all to make an important point.
In order to get maximum benefit from one-to-one marketing, we need to be vigilant in ensuring that whatever solution we choose truly delivers on the promise of personalization. That's what this paper is all about.