How personalisation needs to have its Ford moment

This article argues that personalisation needs an assembly line moment and must automate to achieve consistency at scale.

How personalisation needs to have its Ford moment

Ramzi Yakob TH_NKHamid Sirhan

Successful personalisation can only be achieved when the entire process is automated. Inspired by distributed ledger technology and artificial intelligence, the authors put forward a formula for automated digital marketing, powered by human-informed constraints, that recognises an individual user's behaviour, attention span and the relevant context of the messaging.

The Admap Prize 2016 This essay was the Silver Award winner of The Admap Prize 2016. For more information visit the Prize page.

The 20th century was an era of generalisation where disparate...

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