Personalisation: Admap summary deck

A summary of new thinking and best practice on personalisation from Admap.
  • Personalisation should be used to enhance take-out of the same message and winning at it involves understanding your data gaps, analysing how good your data is and whether you have permission to use this data.
  • Dynamic creative lets advertisers tailor adverts for specific audiences, formats and contexts, but to take advantage of this brands must brief media, creative and tech together and consider the entire customer journey.
  • Pitfalls to avoid when achieving personalisation at scale include being experience-led not technology-led by focusing on the customer problem and developing a hypothesis to solve it.
  • Practical advice includes taking...

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