Building a 360-degree view of the customer will be key to the next phase of personalisation

Article by Nick Easen, Raconteur

In an article published in Raconteur, which looks at the challenges faced in moving to the next stage of personalisation, MD Niall Habba, highlights the delicate balance between applying new tools and innovation whilst protecting consumer privacy in a post-General Data Protection Regulation world,

“Walking this line will be tricky, but personalised experiences must give consumers control over their data for any brand that wants to be successful,” Niall Habba, managing director of the Telemarketing Company. 

Personalisation 2.0 or hyper-personalisation is described as the stage where we move away from just selling, to anticipating needs, and make highly relevant and curated offers at the right time.

The article, by Nick Easen, discusses how, despite massive advances in artificial intelligence, machine and deep-learning, most brands are far from achieving hyper-personalisation. It also looks at the importance of maintaining a real human connection in successful personalisation, suggesting,

“The next best thing will involve melding human insight with hyper-personalisation and curated content.”

Find out more about creating an emotional connection in the era of hyper-personalisation.
Click here to read the full article