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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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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