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:

1. Consumer Expectations: Sharman and Webster highlighted the challenge brands face in meeting consumer expectations for personalised experiences, despite the growing demand.
2. Zero-Party Data Collection: The speakers shared Haleon's approach to collecting zero-party data through interactive tools, revealing insights crucial for tailored communications.
3. Value Exchanges: Haleon's innovative value exchanges, like a pain management planner, showcase the power of offering personalised recommendations in exchange for consumer data.
4. Caution in Personalisation: While advocating for personalisation, caution was advised to prevent crossing boundaries and maintain consumer trust.
5. Strategic Roadmap: The importance of having a roadmap, collaborating with privacy teams, stress testing value exchanges, and evolving based on key learnings was emphasised.
6. 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.

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In the data-driven landscape, these insights serve as a practical guide for brands aiming to leverage personalisation effectively across the entire customer journey.