Personalisation: the graduation to human unintelligence
Aaron Haynes, Vizeum
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.
To adapt to the era of personalisation demands commitment amongst advertisers to break the bond between objective intelligent 'big data' and programmatic. To adjust to this new phase in our development, will require us to embrace our fundamental 'unintelligent' behaviours – returning to the millennia of recognised, but untapped human experiences held within our subconscious and quantify innate conditions that are deeply personal...