PHD UK CHEAT SHEET

Thoughts on data personalisation

January 16, 2011

PHD UK Cheat Sheets are concise thoughts

from PHD UK on topics of interest to the

media industry.

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Here, we discuss the impact of personalisation of

data; specifically, using technology to trace a

person‟s actions online and consequently

modifying content intended for them. What

issues should we be thinking about?

People have always used filters for

information to personalise what they see

- the internet has made this easier (this is

both good and bad)

Personalisation is good but the

context has to be right

(We still go to the BBC or the Guardian

for news though we get a personalised

version from Twitter or Facebook)

The footprints people leave behind can

be used by brands in a myriad of ways

Brands should use this to add value to

consumer experiences, not just because they can

Works best when used to surprise or delight

instead of trying to second-guess people

One person = many need states

People are weary of brands using too much

information about them

The ‟work me‟ is different from the „weekend me‟

and brands need to acknowledge this better

Think about where personalisation stops being

social and useful

Broadcast media still has its benefits

Sometimes you *want* to watch a show with

family and friends – everything doesn‟t need to be

personalised

Always think „behaviour first, technology

second‟

Just because something is the topic du jour does

not make it important – think of gravity and how it is

scientifically actually a weak force

“The ultimate test of an advertising medium is its

ability to contribute in a critical manner to the

building of the brand” – Bob Hoffman

Data vs. culture

Will a focus on data and personalisation be

achieved at the risk of giving up the chance to

influence culture?

Think of where you need to stop looking at the

past (measuring clicks online, for example) and

thinking of the future (generating actions people will

adopt naturally)

Contributors:

Rupert Britton - @rupertbritton

Tom Blaza - @teblaza

Hugh Cameron

Simon Harwood - @sharwoodster

Mark W. Holden - @ibu7979

Anjali Ramachandran - @anjali28

Suneil Saraf - @aboycalledsu

Jennifer Smith - @jenny1997

Steve Taylor - @shakeandvac

Follow PHD UK on Twitter @PHD_UK