Machine Motives: Confronting consumer doubts about the data and algorithms at the heart of personalisation

This essay argues that as personalisation becomes more sophisticated, marketers must adapt by raising the level of transparency about what personal data they collect, and illustrating the value they deliver in exchange.

Machine Motives: Confronting consumer doubts about the data and algorithms at the heart of personalisation

John Balz, VML

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.

Consumers need marketers. Yes, marketers are selling things, but they are also trying to help consumers navigate the growing thicket of choice to satisfying conclusions. Marketers need consumers, too. They need data about them. They need to turn that data into something personal and meaningful. They need to step in offering well-intentioned suggestions and...

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