This article is part of a series of articles on personalisation. Read more.

If you’re not sure how your brand can best leverage personalisation technology and proprietary data, you’re not alone. The concept of personalisation has generated lots of buzz in marketing circles, but marketers have had a difficult time even agreeing upon a definition of personalisation, much less putting it into practice. It’s hardly the fault of marketers. Personalisation is an admittedly fluid idea, and, like any other business strategy, it looks a bit different for each brand.

That doesn’t make personalisation any less important: Brands that are using technology and proprietary data to personalise their customer experiences are seeing revenues increase two to three times faster than brands that are personalisation laggards, according to Boston Consulting Group. In just three industries – retail, financial services, and healthcare – Boston Consulting Group expects a five-year shift of $800 billion toward the 15 percent of companies that excel in personalisation.