The Future of Modern Marketing and Personalisation – An Expert’s Guide to CDP Marketing

From mass communication to the fine art of one-to-one customer engagement.

Welcome to our personalisation series, where we offer guidance and best practice for modern marketing and reveal the benefits of one-to-one customer engagement. This collection of seven insightful articles will guide you through personalisation in the digital age. Here is a snapshot of each article.

  1. Mass Marketing vs 1:1: Starting with the contrast between impersonal mass marketing and the intimate one-to-one connections of personalised marketing, we set the stage for the power of meaningful engagement in the digital realm.
  2. Customer Understanding: We delve into the bedrock of personalisation—knowing your customer. By moving beyond personas to truly understanding customer behaviours and preferences, we lay the groundwork for genuine connections.
  3. Precision in Marketing: Data-driven messaging is the archer’s eye in marketing—focus and precision lead to impactful engagement. This piece explores how timing, insights, and relevancy forge messages that resonate.
  4. Data-Driven Strategies: We dive into the business imperative of personalisation, examining how data integration leads to strategies that not only resonate but also drive significant business impact.
  5. Product Data Optimisation: Highlighting the importance of managing product data through Customer Data Platforms (CDPs), this article discusses how retail CDPs can be the epicentre of potent marketing strategies.
  6. Tech Stack Investment: A guide through the maze of technology stack investments, illustrating how the right tools and platforms can uplift your marketing approach.
  7. Intelligent Operations Blueprint: The finale of our series, it encapsulates the essence of nurturing a data-driven culture within organisations, focusing on how people, processes, and platforms come together to harness the true potential of data.

In completion, this seven-series guide showcasing how digital personalisation is a journey towards marketing excellence. We invite you to join us in this exploration and reshape the way you connect with your customers. Schedule a free workshop today to find out how we can help you evolve.


Published November 20, 2023

Leaders in
Data & Digital

About the Author

Eamonn O'Hanlon Portrait Photo

Eamonn O’Hanlon

Business Intelligence Specialist

Eamonn focuses on data and reporting solutions. He has worked across performance marketing, programmatic display, business intelligence, and tag management during a decade of martech and consulting.

With an academic background in finance and economics, Eamonn is a measurement and analytics specialist and is obsessive about KPI across the full length of a clients’ martech stack. More than just data, Eamonn is innovative and brings practical experience in blockchain technology and helping clients action their insights.

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