Personalisation is a key objective for marketers and consumers. In fact, 79% of customers are willing to share data in exchange for contextualised engagement, and 88% will do so for personalised offers, according to Salesforce’s State of Marketing report.
Marketers report that personalisation can improve lead generation, customer acquisition and upselling, and help improve the customer journey.
Artificial intelligence, chatbots and machine learning can help drive greater personalisation but there are plenty of questions for brands to answer about how they use consumers’ data.
In this video webinar, Marketing Week editor Russell Parsons discusses the opportunities and challenges of these new tools with Starling Bank’s head of data science, Harriet Rees, L’Oreal’s head of data innovation in the UK, Mark Apter and Just Eat’s Director of customer platforms, Matt Cresswell.