Getting personalisation to pay

Personalisation comes in many forms, from recommendations based on browsing behaviour to tailored offers derived from purchasing habits, and online ads and emails that use login data to customise communications. But there are several aspects of the personalisation process that brands must consider before investing in this type of activity, such as deciding where and how to target the right audience and finding the right data to pull it off. Knowing your customers’ interests is a good starting point. As well as using cookie data and grouping customers based on trends and insights, Lastminute.com looks at the type of holiday customers are interested in booking and specific destinations.