# Personalisation

> Presenting each customer with content, product, offer or sequence chosen for them rather than for everyone, using what the business knows about them.

Source: https://barkingcat.ai/terms-of-trade/personalisation/

## Terms of Trade · Edition 1: The PE deck

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](https://barkingcat.ai/the-cats-whiskers/customer-truth/) in the Cat’s Whiskers, a current understanding of who is being served, and [the AI Diagnostic](https://barkingcat.ai/the-barking-cat-ai-diagnostic/)’s read of where AI pays back and where it is theatre.

Related terms
- [Single customer view](https://barkingcat.ai/terms-of-trade/single-customer-view/)
- [CDP](https://barkingcat.ai/terms-of-trade/cdp/)
- [Chatbot](https://barkingcat.ai/terms-of-trade/chatbot/)
- [LLM](https://barkingcat.ai/terms-of-trade/llm/)

## Contact

steve@barkingcat.ai

Barking Cat Advisory Limited. Registered in England and Wales, company number 17338003.