Why Personalisation is like Detective Work
Joe Doveton at Personalising the Experience (2016)
Related reading
Books, research, ideas and people referenced in this talk.
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Concepts
- Online behavioural advertising (OBA)01:57The talk warns that overzealous behavioural targeting can follow people around the web as an example of personalisation gone wrong.
- Multivariate testing13:50The talk recommends multivariate tests for straplines, pricing and images when tuning the experience.
Projects and resources
- Improve Your Recommendations07:15The talk uses Amazon's recommendations after a purchase as an example of inferring adjacent interests.
- Enhanced measurement events12:40The talk recommends Google Analytics and its site-search data as clues to valuable pages, funnels and products.
- Meta Ads Manager16:15The talk points to Facebook advertising as an example of using information about users to target marketing.
Papers and articles
- How Companies Learn Your Secrets08:41The talk cites a New York Times case study about Target using purchase patterns to infer a customer's pregnancy.
