Terms of Trade · Edition 1: The PE deck
Personalisation
Definition
Presenting each customer with content, product, offer or sequence chosen for them rather than for everyone, using what the business knows about them. Done well, it is the practical use of customer data to sell the right thing to the right person; done as usually done, it is a segment of one applied to a segment of everyone.
Field note
Personalisation is the twenty-year-old promise of relevant marketing and shopping experiences, wearing a new hat with every technology release: first-party data, then machine learning, and now artificial intelligence, somehow still pushing out the same message and the same creative to half the customer base. The hat is new. The email is not.
Board question
How many distinct versions of last week’s campaign actually went out, and what did the best one do that the rest did not?
Applied through
Customer Truth in the Cat’s Whiskers, a current understanding of who is being served, and the AI Diagnostic’s read of where AI pays back and where it is theatre.
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