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

If the metric that brands use to discern personalisation success is purely revenue, personalisation starts to become designed for the business. It’s immediately set up to fail. It actually becomes the antithesis of personalisation.

must accept that we live within commercial entities in a capitalist world. We can’t escape that.

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.

it’s better to experiment to know that brands are rowing in the right direction,

“It’s used in so many meetings that you’re a part of without everyone having a shared understanding of what personalisation actually is.” David Keown, Digital Product Owner, Screwfix

Personalisation isn’t a scale of one to two; are brands personalising or not. It’s a scale of one to ten; how much are brands personalising. There are milestones that help brands understand where they sit.

“You can’t say something as simple as if we were to get a modest 10 per cent improvement in that segment, how much extra money is that?” Laja continued.

Personalisation improves customer experience. However, because it is a slower form of measurement, the money is invested more at the top of the funnel than at the bottom.

when brands focus too much on money as the primary measure of success for personalisation, they lose sight of who they are personalising for – the customer.