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

Personalisation is a dominant topic of debate in marketing today, among CMOs, their agencies, and their ad tech partners. But before diverting significant budgets to personalising their customers’ experience of their brand, marketers need to evaluate its true cost. This all comes down to having the right data analytics capabilities, both in-house and supported by specialist partners.

A changing ecosystem and new brand behaviour

The advent, roll-out, and mass ownership of digital technologies and social media platforms – coupled with the proliferation of mobile, connected devices; phones and tablets – has changed the marketing landscape fundamentally and forever. Dialogue has replaced monologue. Broadcasting has yielded to narrowcasting. Mass personalisation at scale is now a reality.