personalisation

5-key-skills

Five novel ways marketers are harnessing technology to improve results

Technology has been an essential part of the marketing toolkit for decades.

How marketers use technology to achieve their objectives, though, is constantly changing. As new channels emerge and consumers develop new behaviors, brands have to change how they harness data, computing power and analytics to keep current.

Graphic of three hands with different skin tones holding up smartphones.

The seven principles of intelligent personalisation

Marketing commentators often attribute the success of Amazon to its advanced personalisation strategy. And with good reason.  

The ecommerce giant’s approach goes way beyond the basics. Machine learning helps the brand predict and shape consumer behaviour in real time. Each customer experiences contextually relevant messages that maximise conversions at every stage of their journey.