There was a time when marketers talked enthusiastically about reaching to 'segments of one', but the promise was just that – the technology at the time could do nothing more than segment to fairly general market categories. That day has passed, and today true personalisation is the new quest of every chief marketing officer.
Now, just like personalised marketing before it, a new possibility is at hand, and it is materialising in financial services first, as an answer to the dilemma of regulatory compliance. While this set of activities is the very basis of trust in global financial markets, at the same time it is also expensive, labour-intensive and virtually undifferentiating for any individual enterprise.
