While in the UK, I cut my teeth in advertising working with Virgin Media, one of the most scientific marketing organisations I’ve ever encountered. At Virgin, we’d send roughly three million pieces of acquisition direct mail every single month. This allowed us to test 30 variations of our creative and understand the direct impact on call volumes and sales. From these tests, we’d consistently get the same results: the more personalised the creative, the better it would perform. We were constantly thinking up new ways to make our comms more personal, but with little actual data on our audience, we had to get creative.
