Great article from McKinsey on the topic of personalised marketing for retailers - which could equally apply to financial services organisations.    The research collected data from 60 consumers who created mobile diaries of their personalised interactions with various brands over two weeks.  The output is extremely insightful and further underlines the need for organisations to use the marketing capability of Pega to get the right message to the right consumer at the right time on the right channel.  Easy right?!