Tailored experiences which match customers’ preferences are no longer nice-to-have - they should be business as usual. Marketers understand that the more they can personalise communications and content, the better - but creating that personal touch at scale isn’t easy.

To move beyond first-name personalisation and deliver First-Person Marketing requires a holistic approach - it needs integrated, automated systems to deliver hyperpersonalised experiences, not just messages. To achieve this, marketers need to move beyond the big data era, bring all their data together, automate and optimise constantly.