As people’s expectation of online privacy grows, organisations must look for creative ways to make the most of their first-party data.

When done right, personalisation benefits both you and your customers / supporters. They receive highly relevant communications that are more likely to be of interest, improving their experiences with your brand, and you get more engagement and better results.

Moving beyond personalisation to full individualisation relies partly on access to high-quality data. This session shows how you can unlock the full value of your first-party data and covers the differences between segmentation, personalisation and individualisation to demonstrate why targeting is strongest when all three of them are combined into one campaign. James will show several practical examples ranked by their ease of implementation and the data required. This session is therefore suited for both beginners and experienced users in applying personalisation.

Key takeaways from this session include:

• How to generate new insights from your existing customer data
• Why combining segmentation, personalisation and individualisation is most effective for your campaigns
• How to get more insights from your first-party data and unlock deeper personalisation levels