Personalisation along the customer journey

Christopher Reynolds

Journal of Digital & Social Media Marketing, 2015, vol. 2, issue 4, 333-337

Abstract: Developing a personalisation programme is a process. Not a process of a 360-degree understanding of each customer, but a process of understanding customers’ relationships with a brand and how that brand’s marketers can leverage behavioural signals to enhance the experience of their customers. This paper will guide the reader through the process of building a personalisation programme and the tools and strategies that will be most helpful along the way.

Keywords: CRM; analytics; customer; journey marketing; data (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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