Scenario planning for personalisation

This article argues that the ubiquity of live data means that marketers can now know a person's needs before they themselves know it, and that planners must plan for scenarios.

Scenario planning for personalisation

Joe Lunn Mindshare Australia

How should marketing adapt to the era of personalisation?

This essay was entered into The Admap Prize 2016. For more information visit the Prize page.

David Trinidad was looking at his wife's Fitbit data when he noticed something strange. Her resting heart rate had been well above normal for the past two days, reaching upwards of 110 BPM for periods of ten hours or more. Assuming it was a faulty device, he reached out to the Fitbit community on Reddit to get their advice: "My wife's Fitbit is...

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