The data-driven path to mass personalisation

Mass personalisation is only possible with the help of data and businesses need to prioritise first-party data, says Richard Taylor and Ben Willee of full-service agency Spinach.

In the quest to create personalised communications for large audiences, most businesses find themselves in the middle of a spectrum that progresses from crawl, walk to fly.

That’s according to Richard Taylor, senior digital strategist at full-service agency Spinach. To get closer to the pinnacle, where in-the-moment and personalised communications is fuelled by actions a customer has performed, there’s some homework to be done.

Mass personalisation is only possible with the help of data and Spinach’s general manager and media director Ben Willee explained that not all data is created equal: businesses need to prioritise first-party data.

Third-party data is...

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