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

while creating a personal connection is hard to do, measuring the value of that is nearly impossible.

The fallacy of accurately attributing revenue to personalisation is one that’s not only misunderstood but just plain incorrect.

One of the most discerning ways to reveal that true purpose is to understand what metrics the brand uses to define personalisation success.

experimentation is the only approach to effectively attribute a return on a personalisation strategy.

“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.

“You’re having a conversation. All your job is to listen and respond. That response is personalisation.” Siobhan Solberg,

To understand whether personalisation is a priority for a brand, they must test it. Experimentation is a methodology that will help brands understand this. It’s what Victoria’s Secret did to understand their attribution, as did Marks and Spencer.

Emma Travis, Director of Research, Speero, told me, “Just running a test for desktop users is a form of personalisation, or returning users. It’s the same.

Within my interviews, the naysayers were largely those already practising personalisation. About half of the top-level marketing leaders I interviewed for this book didn’t believe in it. Half! Not because they saw it as some dark-art voodoo, but because they saw it had limiting returns.