The person in personalisation : the story of how marketing's most treasured possession became anything but personal / David Mannheim.

Format:

Book

Author/Creator:

Mannheim, David, author.

Language:

English

Subjects (All):

Consumer satisfaction.

Customer relations.

Marketing.

Physical Description:

1 online resource (293 pages)

Edition:

First edition.

Place of Publication:

Wick, England : Brown Dog Books, [2023]

Summary:

As both practitioners of personalisation and victims of it, it is the person in personalisation that has been lost. The titans of the personalisation industry have commercially defined what personalisation should be for us all without realising what it takes to make a relationship work - a personal touch. This book explores why. And if it can change. ? We learn about why we need to dismiss the personalisation perpetual hype, stop reducing it down to a single tactic designed purely to make money. ? Instead, we need to rebirth personalisation entirely and engage deeply with what it actually is, what it's supposed to be, and what it means in the future for brands, great and small. Maybe even yours. This book is not like most marketing books - overly inspirational, redundant with revelation, cold and charmless, focusing on dry practicality with arbitrary models that no one can ironically use practically. This is different. Personalisation, spelled with an s, is full of personality, wonder, drama, heroes, and villains, and that all makes for a damn good story. A fairy-tale even. That's how it is written. The Person in Personalisation is an adventure that inspires action from promoting critical thinking with irreverent humour, defeating personalisation dragons (no, really!) encouraging you, the reader, to take things back to basics, not from telling you exactly what to do.

Contents:

Intro

Cover

Title Page

Copyright

Contents

About the Author

Foreword

Preface

Let's Get Personal

Part I: The Ordinary World

Chapter 1 Hype Versus Reality

Chapter 2 Awesome Versus Shit

Chapter 3 Good Versus Evil

Chapter 4 Definition Versus Definition

Part II: The Call to Adventure

Chapter 5 Rubbish Recommendations

Chapter 6 Diverse Definitions

Chapter 7 Pecking-Order of Personalisation

Chapter 8 Insisting On Individualism

Chapter 9 Connection &amp

Conversation

Part III: Paradise Lost

Chapter 10 Don't Believe the Hype

Chapter 11 Origin Story: The History of Personalisation

Chapter 12 The Years of Personalisation

Chapter 13 Vendor-Tinted Glasses

Chapter 14 The Fear Factor

Part IV: The Three Dragons

Chapter 15 Know Thy Enemy: The Golden Dragon

Chapter 16 Amazon Versus The Golden Dragon

Chapter 17 Victoria's Real Secret

Chapter 18 Sexy Sparks &amp

Spencer

Chapter 19 Defeating the Golden Dragon

Chapter 20 Money Makes Personalisation Go Round

Part V: The Stubborn Dragon

Chapter 21 Know Thy Enemy: The Stubborn Dragon

Chapter 22 Data, Data, Data: The Mouse House's MagicBands

Chapter 23 Too Much Trouble: AI Engines

Chapter 24 Slaying the Stubborn Dragon

Part VI: The Deepfake Dragon

Chapter 25 Know Thy Enemy: The Deepfake Dragon

Chapter 26 McPersonalisation

Chapter 27 Unexpecting the Expected

Chapter 28 Vanquishing The Deepfake Dragon

Part VII: The Six Spells

Chapter 29 The Memory Spell

Chapter 30 The Acknowledgement Spell

Chapter 31 The Listening Spell

Chapter 32 The Observation Spell

Chapter 33 The Appropriate Spell

Chapter 34 The Care Spell

Part VIII: The Great Unknown

Chapter 35 Follow the Money: Advertising

Chapter 36 Spin Cycle: Everything That Goes Around Comes Back Around.

Chapter 37 Acquisition-Cost-a-lot: Accelerating

Chapter 38 Data-Mine-Your-Business: Disciplined

Chapter 39 Say Hi to AI: Awesome

Chapter 40 2024: The Year of Personalisation

Chapter 41 The Final Word

Acknowledgements

Notes.

Notes:

Description based on publisher supplied metadata and other sources.

Description based on print version record.

ISBN:

9781839526800

1839526807

OCLC:

1395180601