FROM INTENT TO IMPACT: Transforming Data into Hyper-personalised Experiences

In conversations with CMOs, one insight that is consistently echoed has been the growing importance of hyperpersonalisation in marketing. While it holds immense potential to enhance customer experiences and brand relationships, many organisations find it challenging to implement hyper-personalisation at scale. Despite leveraging advanced technologies for segmentation and dynamic content creation, delivering truly personalised campaigns that align with individual customer needs and preferences remains a key hurdle.

- BY RAJIV SHESH

Essentially, hyper-personalisation entails an in-depth understanding of each customer's unique needs, preferences, and behaviours, resulting in a highly engaging and satisfying customer experience. It involves delivering messages in near real-time, utilising machine learning (ML) and artificial intelligence (AI).

A Deloitte research bears out this reality. It outlines how despite brands increasingly adopting personalisation, there's a significant 'disconnect between the value that brands believe they deliver to customers through personalisation, and the value that customers perceive'. While brands report personalising 61 per cent of customer experiences, consumers recognise only 43 per cent of their experiences as personalised.

The rise of AI combined with an unrelenting stream of messages, has intensified the challenges of delivering personalisation at scale in the Attention Economy. The term 'attention economy' refers to the predominant approach where marketers are focused on capturing consumer focus through clicks and transactions. However, as users' attention shrinks (a Microsoft survey indicates it has dropped to 8 seconds) - the attention economy needs to give way to the Intelligence Economy governed by context and deep insights – crucial to achieving the holy grail of hyper-personalisation. Other factors that underscore the urgency for brands to adopt hyper-personalisation are: