three other parts to the model of personal selling that Lewis would want us to value – Interest, Desire and Action.

“There’s more to personalisation than just recommender systems. What’s the purpose and job to be done by personalisation technology? It’s to save people time and effort.” Dr Paul Marsden,

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.

purpose that suits them and their customers,

What is best for the brand isn’t always best for the customer, and vice versa.

When there are multiple AB tests designed to attribute one single programme, you get what Stephen Pavlovich, CEO Conversion.com,7 calls “Fuzz”. “I’d be hesitant on grouping together multiple experiments and adding up the impact,” Pavlovich said.

For brands, they feel as though every last individual needs tracking to the nth degree, with all their preferences needing to be understood, and then, and only then, can brands say they are personalising.

As such, annualising returns from experimentation may make the board stand up on their feet but, without degradation or consideration for how behaviours change, would be considered dangerous.

according to studies, we find information that agrees with our prior-held beliefs more credible, often dismissing incongruent ideas.