Make marketing personalisation relevant and measurable.

Personalisation should make a message or offer more relevant to the person receiving it. Start with the customer need you want to address and the information your organisation may appropriately use. More detailed profiles are not automatically a better starting point for an effective marketing programme.

Define the decision you want to personalise

Choose a specific placement or message: a website recommendation, an email topic or the order of useful content. Explain how the experience should change and why. Separate known customer facts from inferred interests, and consider what happens when the inference is wrong or the available data is sparse.

Check information use and customer expectations

Discuss the source, purpose, permission and retention of the data with the appropriate expertise. Avoid quietly turning sensitive or unrelated information into targeting criteria. Define exclusions, frequency limits and a route to correct preferences. The brief should make clear who approves the segments and the resulting messages.

Test relevance against an understandable baseline

Compare with a simpler or nonpersonalised approach and assess meaningful actions, complaints and review effort. Look for experience in controlled marketing experiments and data governance. INC. seeks suitable expertise after your enquiry. Campaign design, data assessment and implementation are agreed directly with the relevant specialists.

Frequently asked questions