Practical advice for achieving personalisation at scale

Jeriad Zoghby and David J. Neff

Discusses the various models marketers could use to achieve personalisation at scale and advises on how to utilise the Problem Solution Mapping approach.

Personalisation

This article is part of a series of articles on personalisation. Read more.

Personalisation is both an ocean of possibilities and a persistent frustration. For most companies, it’s a line item on the budget that’s been there for years and has often produced unclear benefits. And still, the promise of personalisation persists as a lofty pursuit for so many digitally inclined businesses. Our recent findingsreflect this gap, showing that consumer expectations are outpacing brands' efforts to be personal. Yet, those same consumers are more likely to shop with a brand that treats them in a...

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