List of references :

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1. BCG. (2019). Une étude marketing montre les bénéfices de la personnalisation client. Siècle Digital. 
    

2. Invesp. (2020). Marketing Automation Conversion Rates. Invesp Blog.
    

3. McKinsey & Company. (2021). The value of getting personalization right—or wrong—is multiplying. McKinsey & Company.
    

4. Evergage. (2018). 2018 Trends in Personalization. Evergage.
    

5. HubSpot. (2019). The Ultimate List of Marketing Statistics for 2019. HubSpot.
    

6. Accenture. (2018). Personalization Pulse Check. Accenture Interactive.
    

7. The Social Habit. (2012). Social Media Customer Service: The Social Habit. Edison Research.
    

8. Bain & Company. (2014). Putting social media to work. Bain & Company.
    

9. Kayako. (2017). The State of Live Chat in 2017. Kayako.