Personalisation Anatomy – making it work

What makes personalisation tick?

Personalisation offers us the ability to reconnect with our customers as individuals; to deliver the right offers or content to the right person at the right moment. So what is the anatomy of a personalisation programme?

In previous articles in this series we’ve looked at examples of personalisation and explored how to get started. This article sets out the information and capabilities that need to be in place to make personalisation programmes a reality.


Image from: A System of The Anatomy of the Human Body, by Andrew Fyfe

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Defining your maiden personalisation voyage

What personalisation voyage?

We now realise personalisation is not as easy as it seems, as we saw in “personalisation easy to say hard to do”.

It does require commitment and an appreciation this is not something we can just say as a throw away comment, “let’s do personalisation”, and requires consideration as discussed in this article on econsultancy.

So what is next? We agree it is challenging but surely the next question is even more difficult to answer.

Where do I start? I have 5,000 web pages and 1,000,000 visitors what do I say, where and for who?!


Thanks to Australian National Maritime Museum on The Commons for the image

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The 20/80 Rule – should I bother with the extra work?

When is perfect not good enough?

As marketers, we are striving to select the best audience, timing, channel to allow us to get the best results, but sometimes we can focus too much on getting everything perfect.

Instead, why wouldn’t we just do things which are nearly there and learn by doing rather than over-analysing?

This is not about doing less or being slapdash, but more about thinking about when you need to go the extra step to make the campaign profitable.


rule 20 80

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Personalisation: Easy To Say, Hard To Do

Personalisation, what is it all about?

We hear the word personalisation all the time. The funny thing is, when you ask how many examples people have delivered themselves or that they can recall, there are not many out there. In this article I will look at a couple of examples of personalisation done well and less well.



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Bridging the gap between data and digital

SOURCE: State Library of NSW (Flickr)

Consumers are always looking for a more relevant experience. This is something which is mooted frequently within the marketing industry, and includes: a connected customer experience; multi-channel conversations; customer-centric communications; and relevant messaging through any channel at any time.

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Why is email seen as the poor relation in digital marketing?

Flickr: Library of Congress SOURCE:

We use email in our everyday lives and it has certainly been around for a while, since 1972 courtesy of Raymond Tomlinson.

Email allowed us to seamlessly send electronic communications then, and today it is a common marketing tool to drive customer engagement.

So why is email seen as the poor relation in the world of digital marketing?

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Big data, big bollocks? Unveiling the data types in an organisation

There is so much noise and confusion with big data I thought I would look at the types of data available in an organisation. Let’s start with what is big data? IBM have defined big data using these four “V’s”: Volume, Variety, Velocity and Veracity. IBM’s big data definition). This is a good description of the definition of big data, yet as a marketer I struggle to understand how I can practically apply this definition to data I use or work with in day-to-day marketing challenges.

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