Personalisation: Turning Your Programme Into Reality

You want to personalise your web experience, to deliver relevant offers to the right visitors at the right time. What information and capabilities do you need?

Personalisation: Turning Your Programme Into Reality

Personalisation offers us the ability to reconnect with our customers as individuals; to deliver the right offers or content to the right person at the right moment. So what is the anatomy of a personalisation programme?

In previous articles in this series we’ve looked at examples of personalisation and explored how to get started. This final article sets out the information and capabilities that need to be in place to make personalisation programmes a reality.

Step 1: Detailed Visitor Tracking

The first element marketers need to have in place is tracking. Many marketers believe that their web analytics platform alone will give them a detailed record of visitors to their site, illustrating what happened to which individuals. Most platforms, however, only store visitor information at a summary level, making it tricky to truly understand what any individual did.

Your first step to personalisation is therefore to record who has visited your website and to store this information. Bear in mind that this doesn’t only relate to identified or known visitors (those who have logged in), but all visitors.

Step 2: Accessible Information

Next is the capability to access the right data, which in turn will drive the content you deliver. This is different from the data in Step 1. Here we are looking at other data which we can use to understand a visitor better. For example, if they have come to the website via an email, what other information do we have about that visitor based on their email address?

Your data needs to be accessible at any time. It should also contain four elements that will help you manage a personalisation programme. They are:

Step 3: Delivering The Content

Once you have confirmed where the data you need is stored and which rules are required, your next task is to present content to the visitor.

Consider the following three areas, which are important to integrate if you want to deploy personalisation into existing channels or infrastructure:

As an example, a customer is going online to make a complaint about being overcharged on a foreign transaction. When they arrive, the nightly calculations have shown they should be offered a credit card. This is not only the last thing on their mind, but is going to frustrate them further.

Having access to their transactional information in real time is far more valuable if the recommendation served up instead puts them in touch with their dedicated relationship manager.


To ensure the best personalisation experience is offered you need to ensure you can:

And all of the above needs to happen in real time. As a metric for real time, a piece of personalised content should be presented to a visitor based on their last click within half a second.