Webinar recording
Personalisation in action webinar key takeaways
Watch our recent webinar and learn how to turn personalisation trends into deeper customer connections
Hosted by Ratio Partners
Personalisation in action: Turn trends into deeper customer connections webinar overview
During this webinar we explored the evolution of personalisation in digital marketing and provided actionable strategies to help businesses create meaningful customer experiences.
Key insights from the webinar
The evolution of personalisation
We traced personalisation’s journey from its early days in 2015, when manual and rules-based methods were the norm, to today’s sophisticated, AI-driven approaches. We highlighted how advancements in data collection and integration have made personalisation more scalable, accessible, and impactful.
Scalable strategies for personalisation
Developing a scalable personalisation strategy requires leveraging first-party data, understanding customer interactions across channels, and addressing challenges like data fragmentation. Starting with small, achievable goals and assessing data maturity before diving into complex initiatives is what we suggest.
Practical applications of AI
AI plays a transformative role in automating personalisation, making it easier to integrate data platforms and derive actionable insights. We shared examples of how tools like Sitecore, Optimizely, and Adobe support these efforts, while also noting their limitations without a robust strategy in place.
Challenges and opportunities
Common challenges for marketers include disconnected data platforms, identifying audience segments, and defining measurable goals while focusing on meaningful personalisation opportunities across high-value channels.
Steps to get started
- Assess your organisation’s personalisation maturity: Conduct a realistic audit of your organisation’s capabilities.
- Audit your data sources: Understand the customer data you collect and how it is stored.
- Ideate using frameworks: Leverage tools like Ratio’s Anchor Framework to brainstorm personalisation ideas.
- Focus on key channels: Identify the most impactful channels and prioritise them.
- Measure impact: Use A/B testing to validate personalisation efforts and refine strategies.
Use of personalisation in real-world example
During the session, we demonstrated what can be achieved with personalisation, with an example from the insurance industry, showing how a consistent, tailored experience across multiple channels can convert prospects and reinforce brand trust.