
For example, say that the marketing team of Organisation X has been working on a campaign which is marked as a national priority. This campaign will end up being front and centre of the website visuals, ensuring all users see it on arrival and — hopefully — take the messaging on board. Such a deliverable can be both planned and controlled and ensures that all their consumers will have a relatively consistent experience. Add personalisation to the mix and you need to accept that the rules written about what to show User Y at different points in their journey might ‘trump’ the marketing message with a minor message which happens to be more suitable for User Y. So where is the value to that user and the organisation? Which message is more important? Does the user’s relationship with that organisation improve if they see the major campaign or a minor but more personal one? All these considerations needs to be unpicked and evaluated before any personalisation is implemented.