The real cost of personalisation

Christian Polman

Looks at whether personalisation is right for all brands and explains why some marketers may have to weigh up the costs and benefits to decide whether it is an ideal strategy for them.

Personalisation

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

Personalisation is a dominant topic of debate in marketing today, among CMOs, their agencies, and their ad tech partners. But before diverting significant budgets...

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