Nothing (too) personal: How to strike a balance with personalisation

At one time or another, we've all questioned how our personal data is being shared. Hyper-personalisation poses a challenge for marketers: go too far and risk invading a prospect's privacy; or too low and appear a stranger. Oliver Matejka investigates how to strike a balance.

It’s a relatively new challenge for marketers, and one that will become increasingly germane. Having to second guess the customer using personal data and simultaneously remain unobtrusive. The niggling paradox is that demand for hyper-personalisation comes at the same time as a heightened alertness to the misuse of data. (Take Citizenfour’s success at the box office, for example. Or this recent scoop on how household brands are bankrolling all manner of untoward organisations.)