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What if your most powerful personalization engine wasn’t AI — but historical behavior? That was the core idea explored in our ASOTUCON 2025 keynote, which encouraged attendees to take a fresh look at the behavioral data already within their systems. Rather than focusing solely on new technologies, the discussion emphasized the value of past purchases, service patterns and communication preferences in shaping next-best actions. Attendees walked away with a practical framework for behavioral segmentation, creative ways to activate defection data in both marketing and service and compelling examples of how past behavior is already predicting present success. The session made one thing clear: the future of personalization may be rooted in the past — if you know where to look.

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