How big data and personalisation is revolutionising marketing in the airline industry
Marketers often do not see the value of personalisation. This is probably because this (fairly new) concept has never really been defined. Personalisation is not easy to explain because it's such a broad concept and cannot be confined into one single definition. So let's try a different approach.
If you think of personalisation as a stand-alone recommendation, it's not that powerful. If you think of personalisation as a website visit populated based on your customer’s behaviour,...