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

I see personalisation actually as a communication strategy; the act of being more personable. Regardless of what type of strategy personalisation is, the question is, is this the right strategy to prioritise right now?

personal experience dictates your opinion on personalisation, not the wealth of evidence that suggests otherwise.

Logging into an account is just a simple recognition that a user, indeed, does have an account. It excludes a tonne of other inputs such as location, type of account, what was previously purchased, how much and how many were purchased, and what device was used. I could go on. It’s devoid of context. It’s most likely a reason why personalisation pla

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.

Where segmenting is an act of doing – cutting up one problem into multiples – personalising is an act of communicating.

The varying differences in responses I received to a very simple question – “What is personalisation?” – not only highlighted that the vast majority didn’t know, but that their answers seemed to stem from nothing more than pre-conceptions and bias.

it’s less a question of what is personalisation, but more why personalise?

If we need a more objective answer to the question of which brand is good at personalisation, last year that answer would be Thrive Market and Sephora taking the top spots, followed by DSW and Adidas.