04 Feb 2024
Creating Full Funnel Value: How Brands Can Utilise their Data to Personalise Content for Consumers
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In a direct and insightful session, James Sharman and Ellie Webster from Haleon explored data-driven marketing strategies, focusing on the transformative power of personalisation in capturing the hearts and minds of consumers.
Key Insights:
- Consumer Expectations: Sharman and Webster highlighted the challenge brands face in meeting consumer expectations for personalised experiences, despite the growing demand.
- Zero-Party Data Collection: The speakers shared Haleon's approach to collecting zero-party data through interactive tools, revealing insights crucial for tailored communications.
- Value Exchanges: Haleon's innovative value exchanges, like a pain management planner, showcase the power of offering personalised recommendations in exchange for consumer data.
- Caution in Personalisation: While advocating for personalisation, caution was advised to prevent crossing boundaries and maintain consumer trust.
- Strategic Roadmap: The importance of having a roadmap, collaborating with privacy teams, stress testing value exchanges, and evolving based on key learnings was emphasised.
- Consumer-Centric Personalisation: Sharman and Webster stressed the need to focus personalisation efforts on delivering genuine value to consumers aligned with their needs and preferences.
🎧 Listen to the Full Session
In the data-driven landscape, these insights serve as a practical guide for brands aiming to leverage personalisation effectively across the entire customer journey.
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