Forget Personalization, It’s Wrong and it Doesn’t Work!

An interesting…and provocative…article looking are the perils and pitfalls of using digital technologies to optimize personalization activities in marketing. Makes a strong case for the fallacy of personalize at scale.

https://www.marketingweek.com/peter-weinberg-jon-lombardo-personalisation-impersonalisation/

True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.