Audiences

Optimisation vs Personalisation

In previous roles, I’ve been lucky enough to have been part of a fantastic optimisation team AND played a major role in delivering a real-time digital personalisation program.

Stakeholders have asked what the difference between optimisation and personalisation is. If you’re not familiar with the detail, they can seem pretty similar.

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Audiences

Anyone for real-time data?

I’ve been to a couple of conferences recently where there’s been a lot of chat – both on and off stage – about real-time data.

I’ve got to get my data delivered in real-time (apparently), because it’s super-duper important.

I agree – it is super-duper important. What’s much less clear from all the seminars, keynotes and conversations, is why exactly.

Real-time analytics?

Nah, not for me.

A bunch of people spoke about real-time analytics; how they instigated expensive (and expansive) initiatives to get data into the hands of analysts instantly.

That feels like spending a million quid on a super-car just to sit in rush-hour traffic.

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Consumer

Data Layers

At Loop Horizon, we talk about drawing a direct line between customer intelligence and customer experience – e.g. when the barman at my local asks: “The usual?”

It sounds simple, but the way his brain captures and processes my beer preference is immensely complex (let alone retains it, and makes decisions / takes action based on it).

Luckily for us it’s much simpler to capture and process customer intelligence from digital platforms. One of the best tools to do this consistently and accurately is a data layer.

I talk about data layers more than your average person, so I thought I’d best get some ideas pinned down and shared. Here goes.

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