The principles of personalisation

  • Room 7 | 14:35 - 15:05


  • Elliott Clayton, Vice President, Media UK, Conversant

  • Elliott Clayton, Vice President, Media UK, Conversant


Recent research from Econsultancy shows that 75% of businesses say personalised communication is essential to their future. Yet just 12% of those same businesses are equipped for it, and only 6% are able to action it in an omni-channel environment. But what really is personalisation? While many claim they can do it, few brands actually deliver truly personalised experiences to consumers. 

True personalisation should be about much more than showing the right product to a consumer segment. Personalising media at scale offers brands the opportunity to build deep and long lasting one-to-one relationships with consumers; which expresses itself in significant increases in market penetration over time. Too often, retailers mistake personalisation as being about efficiency, and miss the true opportunity of massively increased scale. Every brand aspires to deliver the right message, at the right time, at massive scale to existing and potential customers. Very few manage it. Even fewer drive ROI doing so. Conversant have spent nine years understanding the value of personalisation, and invested billions of dollars in perfecting its execution for 4,000+ clients, including 400+ blue chip brands and 65 of the Internet Retailer Top 100. 

In this workshop, Elliott Clayton, Vice President of Media at Conversant, answers the what, why and how of personalisation, using real-world examples of brands that are generating huge ROI (for example, Dune London increased ROI per customer by 64%).


key takeaways

  • What true personalisation is, and what it means for your business and its data
  • How top-line ROI is affected by personalisation
  • How your brand can start true one-to-one personalisation at scale, today
  • How to test or trial personalisation, measuring true ROI
  • The privacy implications behind personalisation



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