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Invite colleaguesHow data-driven personalisation allows marketers to meet customers’ ever-increasing expectations for relevance
Abstract
Consumer expectations for relevance are higher than ever. Research conducted by the author found that consumers want brands to offer personalisation, with 85 per cent of US adults saying that it is ‘somewhat’ to ‘extremely’ important for brands to share personalised recommendations with them. While marketers agree that it is important for brands to offer personalised marketing messages and offers to consumers, less than half of marketers say their organisations collect enough data. This paper explores three of the key roadblocks to building a robust data-driven marketing organisation and the methods by which organisations can address those challenges. The paper concludes with a look at the opportunities to build competitive advantage through more personalised and relevant marketing messages, in an environment where the majority of organisations have not yet acted upon these customer expectations.
The full article is available to subscribers to the journal.
Author's Biography
Zontee Hou is Managing Director of the consultancy, Convince & Convert, and President of Media Volery, a boutique digital marketing agency. She has nearly 20 years of experience in the marketing industry and has advised organisations including the United Nations Food and Agriculture Organization, the International Monetary Fund, Gassnova, Indiana University, Caesars Entertainment, Fidelity Investments and Bentley Motors. Hou has been a lecturer at Columbia University and the City College of New York. She is a sought-after business speaker and the author of ‘Data-Driven Personalization: How to Use Consumer Insights to Generate Customer Loyalty’, published by Kogan Page.
Citation
Hou, Zontee (2025, March 1). How data-driven personalisation allows marketers to meet customers’ ever-increasing expectations for relevance. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 10, Issue 4. https://doi.org/10.69554/BOYM1097.Publications LLP