Fish, catch, keep: three steps to achieving mass personalisation

Mass personalisation is considered the ‘holy grail’ of marketing communications. This article offers practice advice on using data to effectively target and retain customers using the ‘fish, catch, keep’ model.

Marketers looking to reach the “nirvana” of mass personalisation should be working towards delivering unique or highly personalised content at scale.

Speaking at 2018 Advertising Week APAC in Sydney, Richard Taylor, Senior Digital Strategist for Spinach Advertising, said: “The benefit of this is both for the business and the consumer. The value consumers get from the way their data is being

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