Ebiquity’s Chief Strategy Officer, Christian Polman, looks at whether personalisation is right for all brands and explains why marketers should weigh up costs and benefits before investing in personalisation. His article appears in WARC, the online service offering advertising best practice, in the inaugural digital-only edition of Admap.

Christian makes the case for marketers investing in analytics to determine whether they should invest in personalisation. The six key areas under consideration and analysis need to be: quality of data, capabilities (in-house and agencies), logistics, people, market or sector specifics, and alternatives to personalisation. In the rush to embrace the new, he argues, too many brands have invested without asking whether they should.

To read the article in full on WARC, click here.

First featured: 05/11/2018.