Personalisation as a Platform

Steve Cathcart at Personalising the Experience (2016)

Books, research, ideas and people referenced in this talk.

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Thomson is changing to TUI 02:33The speaker says he worked for Thomson/First Choice and grew a personalisation programme there.
The Student Room 15:01The speaker contrasts selling holidays with engaging users in The Student Room online community.
About Us | Thomas Cook 22:24The talk names Thomas Cook as the likely outcome when a holiday prospect stops engaging with the email programme.

An in-depth look at one-to-one marketing 05:26The talk distinguishes mass and segmented marketing from one-to-one marketing, which it says everyone should aim to achieve.
What is Data Mining?06:10The talk warns that data strategy discussions can be obscured by jargon such as big data and data mining.
Dynamic remarketing events and parameters 14:20The talk presents basic retargeting as a quick win before attempting a full personalisation programme.
Data management platform (DMP)23:01The talk names a data management platform as the system that puts audience segments into relevant web and email experiences.
About Conversion Lift 31:17The speaker introduces incrementality as a more powerful measure than attributing revenue to email activity.