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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