The talk distinguishes mass and segmented marketing from one-to-one marketing, which it says everyone should aim to achieve. The talk warns that data strategy discussions can be obscured by jargon such as big data and data mining. The talk presents basic retargeting as a quick win before attempting a full personalisation programme. The talk names Thomas Cook as the likely outcome when a holiday prospect stops engaging with the email programme. The talk names a data management platform as the system that puts audience segments into relevant web and email experiences. The speaker says he worked for Thomson/First Choice and grew a personalisation programme there.