04 Feb 2024
Creating Full Funnel Value: How Brands Can Utilise their Data to Personalise Content for Consumers
)
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.
Latest News
-
)
A journey shaped by resilience and reinvention—from Ukraine to EU leadership—exploring data-driven marketing, international growth, omnichannel strategy, AI’s real value, and the mindset required for ... -
)
A candid conversation with Brian on digital transformation, leadership, AI-powered teams, and building trusted, human-centred experiences at global scale. -
)
A concise update on UK marketing and technology trends, covering AI regulation, AI commerce, ethical innovation, creator economy consolidation, standout campaigns, and strategic insights shaping 2026. -
)
Insights from the creator of Women in Tech SEO on leadership, brand-building, and why authentic, human-led communities drive the future of B2B marketing. -
)
Ecommerce manager Kat Worley shares how data, creativity, and customer-centric thinking shape impactful digital experiences, reflecting on career lessons, platform insights, and the innovations transf ... -
)
Marketers share their highlights from Technology for Marketing 2025 — from inspiring AI insights to powerful connections and ideas shaping the future of martech. -
)
AI, retail, and regulation reshape marketing: Adobe and OpenAI launch new tools; Meta and TikTok evolve; EU and Google face AI scrutiny. -
)
Discover the Top 100 Marketing Influencers of 2025. The visionaries, innovators, and disruptors shaping digital, brand, content, social, and growth marketing, driving conversations and redefining indu ... -
)
Meet some of the team behind eCommerce Expo and Technology for Marketing. From planning highlights to industry trends, discover how they shape the UK’s biggest retail and marketing events. -
)
Grace Miller reveals how “failing smarter” transforms experimentation into growth. From lessons learned to advice for future innovators, she explains why embracing failure is the key to progress in eC ... -
)
Facing rising costs and shrinking sales channels, Nova Tissue turned to Temu. The platform rapidly boosted sales, safeguarded margins, and created UK jobs—transforming e-commerce into a major growth d ... -
)
Michelle Hurney, Head of CRM at Wonderskin, explores career lessons, customer engagement, and how data, empathy, and AI shape the future of retention-focused marketing.
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
){kind=logo}
)
){kind=logo}
)
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
