Data drives marketing, but consumers keep control

This article argues that personalisation is more than just using a customer's name: marketers have to gather the right data, connect with consumers in an authentic way, and plan for future turnover.

Data drives marketing, but consumers keep control

Nicole Ward MasterCard

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.

I go to Amazon.comand look up samovars. I do the same on OneKingsLane and Ebay and Etsy ... the casual observer would think I'm on the hunt for a specific design. Or size. But I'm not. I'm trying to see how fast I can get the Facebook algorithm to suggest Samovars as a purchase. Because that's how it works,...

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