A key theme at the recent Econsultancy Digital Cream roundtable on Personalisation was paralysis: being unsure how to prove the business case to justify investment and start the personalisation journey.
This uncertainty is leading to inertia as digital teams invest in what they know works, such as paid search, rather than take the leap of faith and pursue what they believe will work but don’t have a robust model to validate.
However, there are some simple steps that people can take to test the impact of personalisation before worrying about sophisticated options like using predictive modelling to drive on-site merchandising and geo-personalisation of online advertising.
This blog is a walk-through of what I think is a realistic roadmap for personalisation, starting with the absolute basics (hey basics often work really well so don’t think you’ve got to go all weird science straight away!) and gradually progressing to the sexy wizardry of advanced targeting.