Personalised Experience Hierarchy
Personalisation can not operate in a silo. Every experience needs to be considered based on the level of data that you have on a visitor + the probability that it’s actually them! Campaign Localisation:Your localisation strategy needs to be coordinated alongside your personalisation effort. Personalisation & localisation should both be managed within the same team. […]
You’re the CEO
In today’s post I’ll cover why personalised customer experiences will not be controlled by Brands (in the future). When it comes to AI Organisations should initially focus on: I won’t talk about data again (read my older post on this). Except to re-emphasise. Bad data = Bad insight/recommendations/decisions/experiences. From an organisational perspective, I believe that […]
🔗 6. Conversion
Test, learn & refine every experience. Make sure that you have a well defined process & ensure that you know what’s driving business value. All organisations should have a well defined Conversion Rate Optimisation (CRO) strategy. Below is a high-level summary of the things to consider: 🔗 Personalisation Value Chain: Measuring Performance & Communicating Impact […]
🔗 5. Capability
What worked yesterday > will not work in this New World. AI has changed the game around what’s possible. Legacy systems (many decades old) will hold Brands back. Assuming that you’ve got your data sorted → The great news (for organisations that may have fallen behind) is that everything has changed! AI places everyone on […]
🔗 4. CX & Creative
As our inboxes get flooded with AI generated messaging, sending out personalised emails/text messages will no longer be enough. In my last post I covered Models. To support real-time experiences → an output from a model without an associated experience will show customers a default experience (i.e. it’s pointless). Let’s go through an unauthenticated customer […]
🔗 3. Models (AI)
Talking AI Models is where things get exciting. AI will allow brands to deliver mind-blowing, personalised experiences (in real-time). DeepSeek has thrown the cat among the pigeons within the model’s space. My view is that this is likely to shift more players towards an Open-Source approach (which is better for everyone). To see read from […]
🔗 2. Data
The success of your personalisation effort is wholly dependent on data? We recommend you start-small & use accurate data that already exists. To see read from the start:🔗 Personalisation Value Chain Data (2 of 6) 1️⃣ Data > The New Oil→ Hype around all these different AI models.→ All Models are 100% dependant on accurate […]
🔗 1. Digital Identity
Determining Customer Intent (for Personalisation)? Imagine you don’t know who you’re talking to? How could you ever hold a personal conversation? Having a Clear Digital Identity Strategy, ensures that you know who you’re talking to. It also ensures that you can leverage a customer’s recent interactions, to further personalise their CX (across your other touch-points). […]
🔗 Personalisation Value Chain
I’ve dedicated 15+ years to helping brands deliver personalised experiences in real-time.The approach? Best starting point is to break down your personalisation program using the below value chain: 🔗 Personalisation Value Chain: 1️⃣ Digital Identify 2️⃣ Data (Interaction/Customer/Analytics) 3️⃣ Models (AI/ML Models) 4️⃣ CX & Creative 5️⃣ Capability 6️⃣ Conversion (Measuring Impact) I’ll cover each […]
The Evolution of Personalisation
Hi I’m Rob, I’m the Founder & CEO of Offline2Online (an Australian consultancy that specialises in personalisation) & Personalisation Hub (a platform that supports personalisation in retail)… Over the past months I’ve watched & am still feeling the hype/excitement/fear around AI. I’ve been amazed by how companies (a few months old) have raised so much […]
