The essentials of successful personalization

Puja Rai, Consultant, MEC India

This essay argues that consumers are fast becoming collaborators in product development and communications: personalisation relies on users understanding the value exchange of data.

The essentials of successful personalization

Puja Rai, Consultant, MEC India

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.

"Personalization wasn't supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more important, what they need."—...

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