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.

personsalisation

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

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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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