November 2018

Welcome to the new Admap

November 2018: Personalisation

Catherine Driscoll, Commissioning Editor for WARC Knowledge, introduces the theme of Admap November 2018: Personalisation.

This issue of Admap examines how to move away from doing personalisation and towards creating effective personalised experiences by informing on new technology, data and people strategies.

Catherine runs through the expert authors contributing to this issue, headed by Alex Underwood of Spotify.

Quick read

Winning at personalisation

A quick PDF-based guide to personalisation:

  • What it is and why it’s important
  • The stages of personalisation
  • Recommendations and pitfalls

Feature articles

The real cost of personalisation

Author Christian Polman
Company Ebiquity

Getting creative with personalisation

Author Oliver Feldwick
Company The&Partnership

Practical advice for achieving personalisation at scale

Authors Jeriad Zoghby and David J. Neff
Company Accenture Interactive

Doing personalisation at scale: success stories from India

Author Kunal Sinha
Company Kantar Insights

The new era of personalisation?

Author Richard Lees
Company Merkle

Opinion: Up close and too personal?

Author Ed Booty
Company Publicis Communications APAC

Author Q&A

Alex Underwood, Spotify

Alex Underwood, VP, head of global strategic partnerships & verticals, Spotify

Christian Polman, Ebiquity

Christian is Group Chief Strategy Officer at Ebiquity, leading M&A, partnerships, and all marketing activities.

His background is in business strategy and digital innovation, having held roles in C-suite advisory at Bain & Company’s London and NYC offices.

Themes from previous months