Personalisation at scale: Unlocking the full potential of your customer data

Personalisation at scale: Unlocking the full potential of your customer data

Benefits of personalisation at scale for building strong customer relationships and driving revenue growth are well known. By tailoring products, services, and marketing messages to individual customers’ needs and preferences, companies can significantly enhance the end user experience, increase loyalty, and improve their bottom line. 

However in Thailand, many B2C companies are yet to to utilise personalisation due to challenges including lack of reliable data, integrating disparate systems, and organisational silos. Moreover, without a clear view of the customer journey and behaviour, many companies still struggle to identify the right touchpoints for personalisation. In light of this, companies in Thailand must address the challenges associated with personalisation at scale to stay competitive and meet their customers’ evolving needs and expectations.

• What are some strategies for scaling personalization to customers at the right touchpoints?
• What are some approaches for centralising customer data from touchpoints to identify the right data at the right time to create a personalized experience across owned and paid channels?
• What are some challenges and opportunities for monetizing first-party data and turn it from a cost center into a revenue-generating asset?
• In what ways can companies leverage generative AI to drive personalization efforts in the content supply chain?