As 3rd party cookies stop working, many personalisation solutions will also stop working.
The delay (to the deprecation of 3rd party cookies) by the dominant browser (chrome) has provided some short-term relief for organisations, as the original deadlines have been pushed back (several times).
Existing Personalisation vendors have been looking for work-arounds (of which, most will get blocked), eventually their look back windows will be very restricted.
The focus for Personalisation Hub, was to build a platform that could be installed like a mobile app into our clients own cloud (AWS) environment (i.e. so the platform would be self-hosted).
This means that Personalisation Hub runs on a clients own domain & therefore generates/runs on a client’s own 1st party data/cookies (which will continue to work > post the 3rd party cookie apocalypse).
Cyber security (& the increased threat that AI now poses here), will start weighing more heavily on major organisations. Running sensitive systems on externally hosted SaaS solutions will eventually be phased out (as the risk becomes far too great).
Providing a solution that is self-hosted & sits behind an organisation’s own, existing security infrastructure (puts organisation’s in control). This was our focus.
From a positioning perspective, our priority was to ensure that we remained CDP/CRM & AI/Decisioning platform agnostic.
On CRM / CDP > from a privacy perspective, my view is that organisation’s need to keep personally identifiable customer (PII) data separate from their real-time personalisation capability (as experiences will start to leverage every customer’s location/context in real-time).
On AI / Decisioning > organisations have spent hundreds of millions on Big Data, AI/ML, Intent Modelling initiatives. My view was that we have no chance of competing against these internal programs & major tech vendors.
With the shift now towards Open Source AI, this specific positioning/strategy has placed us in an incredibly exciting position today. We have always been solution focused (end-to-end) & now we have some of the world’s most exciting AI advancements available to us.
The final part of our platform strategy was on supporting a ‘one click install’, a seamless onboarding experience & a free trial (to demonstrate value before any commitment was required).
Supporting a seamless install was harder & took way longer than expected. We’ve finally built a platform that a client can seamlessly install themselves (into their own cloud environment), is fully redundant & highly scalable.
We’ve spent the past 7 years optimising everything, while working closely alongside a major Australian telco (Personalisation Hub is used in all of their retail stores).
