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

“These are never all purely additive, so you need to either take a series of haircuts or use hold out to get cleaner read on the true incremental.” Alex Williams, Head of Growth & Personalisation, M&

Brands only have a 2 per cent eCommerce conversion rate on average for a reason. What about the other 98 per cent? “Having a one-size-fits-all website that doesn’t tailor itself to where someone is in the consumer decision-making process,” said Dr Paul Marsden,

It’s crazy how the constant drumbeat of “more personalisation equals more revenue” has created this sense of FOMO within our industry.

Let’s be real here, some folks are just blindly following the herd, believing the hype without even questioning it.

“Personalisation is not only about recommendations. Recommendations are such a small part of what I’d say personalisation is.” Ryan Jordan,

what I found as the true measure of personalisation – retention,

“Personalisation’s popularity has been largely the result of MarTech companies successfully promoting their own personalisation technologies.” Samuel Scott,

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.

the brand experimented with several tests on its homepage, targeting different audiences with different content without being overly-promotional.

When I asked the majority of CEOs and business leaders why they can’t reach the personalisation paradise we all see in our dreams, data and technology seemed to come out on top.