Signal > Noise. Insight > Data.
Raw data is not insight.
The data you collect, how you score interactions, your personalisation algorithms and customer segments, are all required in an effective personalisation strategy.
Every interaction with your brand has the potential to be both unique and powerful. To deliver true personalisation, brands need to gather a clear picture of every customer. This means capturing shopper preferences, understanding them and their buying habits. Only then can you devise personalised experiences that inspire, inform and incentivise purchase.
This information supports you in building meaningful segments in your customer base, allowing you to focus your energy (and algorithms) on serving customers that are ready to progress along their purchasing journey. These segments can be created based on your commercial priorities, merchandising objectives or even to support the launch of a new product range.