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...