If you ask a room of data scientists to name which part of their job is the least enjoyable and most-time consuming, most will respond with the same thing: Cleaning and organizing data itself.

Consider Grubhub. Before the company could build the food recommendation algorithm that its users today know and love, it first had to clean and organize 14 million food items across thousands of restaurants, few of which described their dishes in the exact same way. The company also had to organize its equally massive trove of user data, which included what items users searched for, which ones they ordered, and which ones they ordered again and again. It was an undertaking so massive that it took Grubhub eight years to complete.

The outcome was certainly worth the effort. Like many companies today, Grubhub understands the power of a personalized product experience. "Anything we can do to increase personalization and more accurately predict what you are more likely to eat is going to increase conversion rate, frequency rate, and your affinity for my platform," Grubhub CEO Matt Maloney told Wired.

Button, too, recognizes the power of personalization— and we want more companies to understand its potential. This is why we've published "The Future of Mobile Personalization," a guide that digs into how forward-thinking companies like Grubhub and rewardStyle are using personalization to surprise and delight their users.

We hope that you will use this guide to understand the tremendous upside potential to personalization, which has the power to transform the user experience and, for companies, greatly increase revenue. Click below to download it.