Can you achieve personalisation and scale? It’s one of the big debates in the industry today. Consumer expectations are constantly evolving and brands must offer smart personalisation at every step of the user journey.
At this year’s Cannes Lions, Merkle, Aviva, Google and Adobe discussed the issues with providing such a service at scale; is it really possible to accomplish both? Download an on-demand capture of the session to find out.
You can also read about it in this month’s Campaign magazine.
Modern media has changed. Laws have changed. Consumers have changed. Marketers face decisions: do you chase scale or do you personalise? Or does this new landscape really have the ability to hit the sweet spot: personalisation at scale? Perhaps the answer lies in the creative. Perhaps it lies in experience. Or simply in trust. A brand, an agency, and two tech platforms take on the biggest conundrum facing marketers: play in the walled gardens and lose transparency or stay outside and miss the scale.