Continuing Why Personalisation is like Detective Work
Why Personalisation is like Detective Work
Joe Doveton at Personalising the Experience (2016)
Related reading
Books, research, ideas and people referenced in this talk.
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Concepts
- Online behavioural advertising (OBA)01:57The talk warns that overzealous behavioural targeting can follow people around the web as an example of personalisation gone wrong.
- Multivariate testing13:50The talk recommends multivariate tests for straplines, pricing and images when tuning the experience.
Projects and resources
- Improve Your Recommendations07:15The talk uses Amazon's recommendations after a purchase as an example of inferring adjacent interests.
- Enhanced measurement events12:40The talk recommends Google Analytics and its site-search data as clues to valuable pages, funnels and products.
- Meta Ads Manager16:15The talk points to Facebook advertising as an example of using information about users to target marketing.
Papers and articles
- How Companies Learn Your Secrets08:41The talk cites a New York Times case study about Target using purchase patterns to infer a customer's pregnancy.
