“Customer personalization” in marketing plays a crucial role in enhancing the customer experience and improving engagement. By tailoring messages, offers, and content to individual preferences and behaviors, companies can create more meaningful connections with their audience. This personalization increases customer satisfaction, boosts loyalty, and ultimately drives sales. Techniques such as data segmentation and customer profiling enable marketers to deliver targeted campaigns, ensuring that the right message reaches the right audience at the right time, thus maximizing marketing effectiveness.