Meeting the challenge of personalization at scale

Yoram Wind and Alexa de los Reyos

This article argues that people want choice, control, and opportunities to customize, and that personalisation is today more possible than ever because big data, new platforms and the ability to facilitate co-creation are all leading to customer-centricity.

Meeting the challenge of personalization at scale

Yoram Wind and Alexa de los Reyos The Wharton Future of Advertising Program

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.

What does the era of personalization mean for marketing? While many might still think of personalization as an intriguing option, we argue that today it is an imperative. Across all consumer categories –entertainment, fashion, travel, technology, even health care and education –people are seeking and expect customizable products, experiences, services, and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands