How do I deliver personalisation at scale?

This article discusses the role of personalisation in advertising strategies aimed at increasing and sustaining market share.

How do I deliver personalisation at scale?

Flavia Straccini Mindshare

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.

The availability of data and technology have opened up the way to personalisation in marketing. The past years have also seen a shift in the consumers` mind-set.

Looking at trends in consumption behaviours, consumers are increasingly seeking personalised experiences and they have come to expect a certain level of personalisation as a default. Users expect their browser to remember the site...

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