Back in the day before personal computers and smart devices, before artificial intelligence and machine learning, customer satisfaction was measured by how well the store you frequented knew your preferences and your special moments.

Fast forward to today, technology has matured to the point where a company knows sufficiently enough about you to the point where you feel like your privacy doesn’t exists. The combination of aggressive marketing in the form of notifications, text messages and emails, drives you to the brink of disconnecting yourself totally from what was once a favourite place to order gifts for others and yourself. 

Welcome to death by personalisation.

In today’s PodChats for FutureCIO, we are joined by Matt Johnson, managing director, Data and AI at (Team us), to talk about where personalisation has failed and why we may want to consider hyper personalisation.

Matt, welcome to PodChats for FutureCIO.

1.       What is hyper personalisation? 

2.       How does it differentiate from personalisation? Provide a side-by-side comparison of key deliverables. 

3.       What is the composition of hyper personalization? 

4.       Are all hyper personalization approaches equal? 

5.       Hyper personalisation depends on data. We are better at collection data today. But have we improved at using this data to achieve hyper personalisation?

6.       How do you ensure any hyper personalization strategy or programme doesn't violate privacy laws?

7.       Who should lead a hyper personalization initiative and how should role align with data owners or custodians like CIO?