(University of the Witwatersrand, Johannesburg, 2022) Mgoza, Zanele; Godspower-Akpomiemie, Euphemia
Personalisation has become a crucial marketing strategy in the digital age. As a result, companies need to quickly adapt their tactics to include hyper-
personalization and customer experience metrics. The use of digital technologies, such as Big Data Analytics and AI, ultimately determines the
success of personalisation efforts. This study aims to outline how banks use these digital technologies to map out customer journeys and personas, allowing them to deliver personalised messages to customers
