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

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.

Gibson Biddle, ex-VP Product Management at Netflix, describes the personalisation efforts at Netflix as a decade-long “leap of faith”.

1. Recommendations Are Seen As Easy Retailers nowadays can pick a recommendation vendor off the shelf for peanuts.

It’s a place where the user might be in a specific state, and therefore a variable requires changing to acknowledge that state.

they have used experimentation to give confidence that what they are doing provides a revenue uplift; a metric they seem to use to discern the success of personalisation. Victoria’s Secret

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

Sharing data requires a level of intimacy with a brand. Two main rules of intimacy are: one – it is mutual, two – it takes time to build.

1. Product Recommendations 2) Personalised Content 3) Individualised Offers

While experimentation can isolate individual variables, cumulating multiple variables together doesn’t work so well. The sum doesn’t equal the parts.