The cocktail-party effect` refers to the psychological phenomenon where people are drawn to conversations that include their name, making it a key trigger for tuning in and paying attention. In today's crowded online world, retailers face the challenge of grabbing customers' attention and holding it long enough to convert, which has led to the emergence of the `attention economy`. To succeed, personalization is crucial, as it allows retailers to differentiate at a human scale and create a more connected customer experience. With 56% of customers preferring personalized interactions and 65% valuing purchase history recommendations, incorporating personalization into marketing strategies is essential for staying competitive. Effective personalization can be achieved through various means, such as personalized calls-to-action, weekly reports, web page greetings, size and fit quizzes, and tailored experiences like Spotify Wrapped. However, only 15% of companies believe they are doing a good job at personalization, highlighting the importance of investing in tools and tech to collect relevant customer data and implementing a well-defined strategy to guide personalization efforts.