Personalisation is a hot topic in the marketing industry with its fair share of promoters and detractors. Done right it creates a positive exchange between brand and customer that increases the value of the relationship. Done poorly it has the potential to damage customer relationships and even drive churn.
Why then does personalisation, a key tool that can have such a significant impact on a brand, remain something of an enigma?
TRACK recently commissioned a global study from Forrester Consultancy, a part of specialist research firm Forrester Research,
