The blog post discusses the use of spatial analytics through CARTO on Google Cloud to achieve scalable personalization of services, emphasizing its importance as a competitive necessity in the digital-first world. It highlights the challenges organizations face with legacy GIS tools that are not designed for scalable personalization, and the inefficiencies in integrating spatial data into customer strategies. The post describes how cloud-native Location Intelligence can overcome these barriers, enabling efficient personalization across various industries, with a focus on financial services. It provides a detailed walkthrough on leveraging spatial data for product personalization using CARTO, demonstrating how to create a prioritization framework for financial products based on geographic and demographic data. The post concludes by encouraging readers to explore cloud-native approaches for transforming personalization strategies and suggests booking a demo with experts to see the benefits firsthand.