1. A method to generate personalized messages, using data stored in a relational database, comprising: identifying, by a server computer having a processor, database records in a database, the database records corresponding to one or more relational database tables having message data, a relational database table of the one or more relational database tables comprising multiple entries stored in corresponding rows, an entry of the multiple entries corresponding to a primary key in a primary key column and a plurality of data fields; transforming, by the server computer, the relational database table of the one or more relational database tables into a key-value data structure stored in a memory, the transforming comprising, for each entry of the multiple entries, retaining the primary key of the relational database table as a look-up key for the key-value data structure, and binary encoding two or more of the plurality of data fields into a single value in a single-value field in the key-value data structure, wherein the key-value data structure comprises, for said each entry of the multiple entries, a respective primary key and a corresponding single value, and the key-value data structure has a same number of entries as a corresponding relational database table; and generating, by the server computer or another server computer having a processor, a personalized message by accessing a corresponding look-up key in the key-value data structure in the memory and retrieving and populating the corresponding single value in a corresponding single-value field into corresponding personalized sections of the personalized message, wherein the personalized message is generated in form of at least one of: a webpage, an advertisement, e-mail message, a text message or a mobile message, viewed via an application running in a client computer; wherein the accessing the corresponding look-up key comprises: identifying a personalized message template comprising one or more commands that are executed for identifying and retrieving the corresponding single value in the single-value field; parsing the personalized message template for one or more commands to be executed to look up data from the one or more relational database tables; identifying at least one command of the one or more commands from the personalized message template; identifying a first relational database table corresponding to the at least one command from the one or more relational database tables; and identifying the corresponding look-up key that corresponds to the first relational database table from the key-value data structure; and presenting the personalized message to the client computer via a network.