Anjali Ramachandran@anjali28#sb2015

Rules for personalisation

Source: http://starbucksnamefail.tumblr.com/

We know personalisation works

We don’t know howpeople really feel about it

We created an experiment2,000 people

400 personalised ads4 different product categories 3 levels of message intimacy

There are rules that can help brands be more

memorable

(Some don’t need any help)

What we thought

What actually happened

Personalisation can give lower interest categories

more charisma

Make a confident, direct approach

Always be useful.If you can’t help, walk

away

% uplift vs. traditional advertising

G3. And which, if any, of the following descriptions would you say apply to this advertising for [BRAND]? Base: 47 for personalised ad (Behaviour) and 83 for traditional ad

F3c1. Now, thinking only about [BRAND], please indicate how much you personally agree or disagree with each of the statements below? Base: 108 for personalised ad (Behaviour) and 176 for traditional ad

% uplift vs. traditional advertising

A company that recognises customer loyalty

Good introductory offers

Provides simple, transparent and clear products

Is a brand or company I would recommend to others

Is an innovative brand

G3. And which, if any, of the following descriptions would you say apply to this advertising for [BRAND]? Base: 41 for personalised ad (Behaviour) and 57 for traditional ad

% uplift vs. traditional advertising

Context matters to the power of 3

Under 35? Personalise

#fail

We dialled up the intimacy to extreme

levels

What happens when you let the machines run?

You don’t just become creepy,

you become a creep

It’s in our hands

Always ensure there is a human conscience

Take time to set boundaries

Give yourself time-out before send-out

Personalisation Elasticity

Intimacy of messaging

Average Joe

You can go further than you think

Intimacy of messaging

Average Joe

So remember…

Let’s all be Clooneys

Thanks!

Anjali Ramachandran@anjali28#sb2015