The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal

The trick is to manage expectations, not fight them. Or, as I call it: Appreciate, Align and Agree

To suggest that every person wants a recommendation is impersonal in and of itself. It’s disrespectful because it’s ignorant of a large percentage of every brand’s composition of audience.

But that’s how it is seen, not how it is done. I see a big gap between the two

second is an appreciation that when testing the impact of personalisation within revenue attribution, what you’re doing is shifting an average.

categories: 1) Saves Time 2) Offers Discounts 3) Displays the Right Products Really, it’s two. The third category seems to be the cause of the first,

Their personalisation journey started in 2018 – there’s that famous year again – and is going great guns, all thanks to one major factor: their willingness to experiment.

single solution when targeting everyone is achievable. To equal that, when limiting the reach of that solution, the uplift has to be disproportionately higher – 10 per cent instead of 1 per cent.

after reaching the top of the mountain and acknowledging the different definitions that others have given, guess what? They were unable to give their own consolidated and aligned definition.

A figure that measures quantity, but not quality. We’re looking at you, “Conversion Rate”. Take a bow. An averaged, aggregated, retrospective, binary figure for customers that is supposed to be heralded as that which defines performance. Trying to understand and mould performance based on a single figure at the end of the yellow brick road isn’t go