Designing Strategies to Personalise Communication Based on Customer History

Course Overview

Activity in history-based personalisation is easy to generate and easy to mistake for progress. Buyers now complete much of their decision on the marketing and commercial practice capability before speaking to anyone. The professional literature on the practice within marketing and commercial practice converges on a small set of controls that reliably work. Work is grounded in real cases drawn from history-based personalisation, which each participant adapts to conditions in their own organisation. Improvement in this area of marketing and commercial practice stalls when it depends on one capable individual rather than a defined method. The programme takes participants through the wider marketing and commercial practice agenda end to end, from framing the problem to closing it out. Participants gain a realistic view of what history-based personalisation costs and what it returns. It is designed for mixed groups, so that the practice within marketing and commercial practice is examined from more than one functional angle. It closes by agreeing the smallest change to this aspect of marketing and commercial practice that would make a visible difference.