The Person in Personalisation: The Story of How Marketing's Most Treasured Possession Became Anything but Personal
As both practitioners of personalisation and victims of it, it is the person in personalisation that has been lost. The titans of the personalisation industry have commercially defined what personalisation should be for us all without realising what it takes to make a relationship work - a personal...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Brown Dog Books
2023
|
| Ausgabe: | 1st ed |
| Online-Zugang: | HWR01 |
| Zusammenfassung: | As both practitioners of personalisation and victims of it, it is the person in personalisation that has been lost. The titans of the personalisation industry have commercially defined what personalisation should be for us all without realising what it takes to make a relationship work - a personal touch. This book explores why. And if it can change. - We learn about why we need to dismiss the personalisation perpetual hype, stop reducing it down to a single tactic designed purely to make money. - Instead, we need to rebirth personalisation entirely and engage deeply with what it actually is, what it's supposed to be, and what it means in the future for brands, great and small. Maybe even yours. This book is not like most marketing books - overly inspirational, redundant with revelation, cold and charmless, focusing on dry practicality with arbitrary models that no one can ironically use practically. This is different. Personalisation, spelled with an s, is full of personality, wonder, drama, heroes, and villains, and that all makes for a damn good story. A fairy-tale even. That's how it is written. The Person in Personalisation is an adventure that inspires action from promoting critical thinking with irreverent humour, defeating personalisation dragons (no, really!) encouraging you, the reader, to take things back to basics, not from telling you exactly what to do |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Beschreibung: | 1 Online-Ressource (368 Seiten) |
| ISBN: | 9781839526800 |
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| 505 | 8 | |a Intro -- Cover -- Title Page -- Copyright -- Contents -- About the Author -- Foreword -- Preface -- Let's Get Personal -- Part I: The Ordinary World -- Chapter 1 Hype Versus Reality -- Chapter 2 Awesome Versus Shit -- Chapter 3 Good Versus Evil -- Chapter 4 Definition Versus Definition -- Part II: The Call to Adventure -- Chapter 5 Rubbish Recommendations -- Chapter 6 Diverse Definitions -- Chapter 7 Pecking-Order of Personalisation -- Chapter 8 Insisting On Individualism -- Chapter 9 Connection & -- Conversation -- Part III: Paradise Lost -- Chapter 10 Don't Believe the Hype -- Chapter 11 Origin Story: The History of Personalisation -- Chapter 12 The Years of Personalisation -- Chapter 13 Vendor-Tinted Glasses -- Chapter 14 The Fear Factor -- Part IV: The Three Dragons -- Chapter 15 Know Thy Enemy: The Golden Dragon -- Chapter 16 Amazon Versus The Golden Dragon -- Chapter 17 Victoria's Real Secret -- Chapter 18 Sexy Sparks & -- Spencer -- Chapter 19 Defeating the Golden Dragon -- Chapter 20 Money Makes Personalisation Go Round -- Part V: The Stubborn Dragon -- Chapter 21 Know Thy Enemy: The Stubborn Dragon -- Chapter 22 Data, Data, Data: The Mouse House's MagicBands -- Chapter 23 Too Much Trouble: AI Engines -- Chapter 24 Slaying the Stubborn Dragon -- Part VI: The Deepfake Dragon -- Chapter 25 Know Thy Enemy: The Deepfake Dragon -- Chapter 26 McPersonalisation -- Chapter 27 Unexpecting the Expected -- Chapter 28 Vanquishing The Deepfake Dragon -- Part VII: The Six Spells -- Chapter 29 The Memory Spell -- Chapter 30 The Acknowledgement Spell -- Chapter 31 The Listening Spell -- Chapter 32 The Observation Spell -- Chapter 33 The Appropriate Spell -- Chapter 34 The Care Spell -- Part VIII: The Great Unknown -- Chapter 35 Follow the Money: Advertising -- Chapter 36 Spin Cycle: Everything That Goes Around Comes Back Around | |
| 505 | 8 | |a Chapter 37 Acquisition-Cost-a-lot: Accelerating -- Chapter 38 Data-Mine-Your-Business: Disciplined -- Chapter 39 Say Hi to AI: Awesome -- Chapter 40 2024: The Year of Personalisation -- Chapter 41 The Final Word -- Acknowledgements -- Notes | |
| 520 | |a As both practitioners of personalisation and victims of it, it is the person in personalisation that has been lost. The titans of the personalisation industry have commercially defined what personalisation should be for us all without realising what it takes to make a relationship work - a personal touch. This book explores why. And if it can change. - We learn about why we need to dismiss the personalisation perpetual hype, stop reducing it down to a single tactic designed purely to make money. - Instead, we need to rebirth personalisation entirely and engage deeply with what it actually is, what it's supposed to be, and what it means in the future for brands, great and small. Maybe even yours. This book is not like most marketing books - overly inspirational, redundant with revelation, cold and charmless, focusing on dry practicality with arbitrary models that no one can ironically use practically. This is different. Personalisation, spelled with an s, is full of personality, wonder, drama, heroes, and villains, and that all makes for a damn good story. A fairy-tale even. That's how it is written. The Person in Personalisation is an adventure that inspires action from promoting critical thinking with irreverent humour, defeating personalisation dragons (no, really!) encouraging you, the reader, to take things back to basics, not from telling you exactly what to do | ||
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| contents | Intro -- Cover -- Title Page -- Copyright -- Contents -- About the Author -- Foreword -- Preface -- Let's Get Personal -- Part I: The Ordinary World -- Chapter 1 Hype Versus Reality -- Chapter 2 Awesome Versus Shit -- Chapter 3 Good Versus Evil -- Chapter 4 Definition Versus Definition -- Part II: The Call to Adventure -- Chapter 5 Rubbish Recommendations -- Chapter 6 Diverse Definitions -- Chapter 7 Pecking-Order of Personalisation -- Chapter 8 Insisting On Individualism -- Chapter 9 Connection & -- Conversation -- Part III: Paradise Lost -- Chapter 10 Don't Believe the Hype -- Chapter 11 Origin Story: The History of Personalisation -- Chapter 12 The Years of Personalisation -- Chapter 13 Vendor-Tinted Glasses -- Chapter 14 The Fear Factor -- Part IV: The Three Dragons -- Chapter 15 Know Thy Enemy: The Golden Dragon -- Chapter 16 Amazon Versus The Golden Dragon -- Chapter 17 Victoria's Real Secret -- Chapter 18 Sexy Sparks & -- Spencer -- Chapter 19 Defeating the Golden Dragon -- Chapter 20 Money Makes Personalisation Go Round -- Part V: The Stubborn Dragon -- Chapter 21 Know Thy Enemy: The Stubborn Dragon -- Chapter 22 Data, Data, Data: The Mouse House's MagicBands -- Chapter 23 Too Much Trouble: AI Engines -- Chapter 24 Slaying the Stubborn Dragon -- Part VI: The Deepfake Dragon -- Chapter 25 Know Thy Enemy: The Deepfake Dragon -- Chapter 26 McPersonalisation -- Chapter 27 Unexpecting the Expected -- Chapter 28 Vanquishing The Deepfake Dragon -- Part VII: The Six Spells -- Chapter 29 The Memory Spell -- Chapter 30 The Acknowledgement Spell -- Chapter 31 The Listening Spell -- Chapter 32 The Observation Spell -- Chapter 33 The Appropriate Spell -- Chapter 34 The Care Spell -- Part VIII: The Great Unknown -- Chapter 35 Follow the Money: Advertising -- Chapter 36 Spin Cycle: Everything That Goes Around Comes Back Around Chapter 37 Acquisition-Cost-a-lot: Accelerating -- Chapter 38 Data-Mine-Your-Business: Disciplined -- Chapter 39 Say Hi to AI: Awesome -- Chapter 40 2024: The Year of Personalisation -- Chapter 41 The Final Word -- Acknowledgements -- Notes |
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| edition | 1st ed |
| format | Electronic eBook |
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| id | DE-604.BV049409457 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T23:05:38Z |
| indexdate | 2024-07-10T10:06:19Z |
| institution | BVB |
| isbn | 9781839526800 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034736541 |
| oclc_num | 1395180601 |
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| physical | 1 Online-Ressource (368 Seiten) |
| psigel | ZDB-30-PQE ZDB-30-PQE HWR_PDA_PQE |
| publishDate | 2023 |
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| publisher | Brown Dog Books |
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| spelling | Mannheim, David Verfasser aut The Person in Personalisation The Story of How Marketing's Most Treasured Possession Became Anything but Personal 1st ed London Brown Dog Books 2023 ©2023 1 Online-Ressource (368 Seiten) txt rdacontent c rdamedia cr rdacarrier Description based on publisher supplied metadata and other sources Intro -- Cover -- Title Page -- Copyright -- Contents -- About the Author -- Foreword -- Preface -- Let's Get Personal -- Part I: The Ordinary World -- Chapter 1 Hype Versus Reality -- Chapter 2 Awesome Versus Shit -- Chapter 3 Good Versus Evil -- Chapter 4 Definition Versus Definition -- Part II: The Call to Adventure -- Chapter 5 Rubbish Recommendations -- Chapter 6 Diverse Definitions -- Chapter 7 Pecking-Order of Personalisation -- Chapter 8 Insisting On Individualism -- Chapter 9 Connection & -- Conversation -- Part III: Paradise Lost -- Chapter 10 Don't Believe the Hype -- Chapter 11 Origin Story: The History of Personalisation -- Chapter 12 The Years of Personalisation -- Chapter 13 Vendor-Tinted Glasses -- Chapter 14 The Fear Factor -- Part IV: The Three Dragons -- Chapter 15 Know Thy Enemy: The Golden Dragon -- Chapter 16 Amazon Versus The Golden Dragon -- Chapter 17 Victoria's Real Secret -- Chapter 18 Sexy Sparks & -- Spencer -- Chapter 19 Defeating the Golden Dragon -- Chapter 20 Money Makes Personalisation Go Round -- Part V: The Stubborn Dragon -- Chapter 21 Know Thy Enemy: The Stubborn Dragon -- Chapter 22 Data, Data, Data: The Mouse House's MagicBands -- Chapter 23 Too Much Trouble: AI Engines -- Chapter 24 Slaying the Stubborn Dragon -- Part VI: The Deepfake Dragon -- Chapter 25 Know Thy Enemy: The Deepfake Dragon -- Chapter 26 McPersonalisation -- Chapter 27 Unexpecting the Expected -- Chapter 28 Vanquishing The Deepfake Dragon -- Part VII: The Six Spells -- Chapter 29 The Memory Spell -- Chapter 30 The Acknowledgement Spell -- Chapter 31 The Listening Spell -- Chapter 32 The Observation Spell -- Chapter 33 The Appropriate Spell -- Chapter 34 The Care Spell -- Part VIII: The Great Unknown -- Chapter 35 Follow the Money: Advertising -- Chapter 36 Spin Cycle: Everything That Goes Around Comes Back Around Chapter 37 Acquisition-Cost-a-lot: Accelerating -- Chapter 38 Data-Mine-Your-Business: Disciplined -- Chapter 39 Say Hi to AI: Awesome -- Chapter 40 2024: The Year of Personalisation -- Chapter 41 The Final Word -- Acknowledgements -- Notes As both practitioners of personalisation and victims of it, it is the person in personalisation that has been lost. The titans of the personalisation industry have commercially defined what personalisation should be for us all without realising what it takes to make a relationship work - a personal touch. This book explores why. And if it can change. - We learn about why we need to dismiss the personalisation perpetual hype, stop reducing it down to a single tactic designed purely to make money. - Instead, we need to rebirth personalisation entirely and engage deeply with what it actually is, what it's supposed to be, and what it means in the future for brands, great and small. Maybe even yours. This book is not like most marketing books - overly inspirational, redundant with revelation, cold and charmless, focusing on dry practicality with arbitrary models that no one can ironically use practically. This is different. Personalisation, spelled with an s, is full of personality, wonder, drama, heroes, and villains, and that all makes for a damn good story. A fairy-tale even. That's how it is written. The Person in Personalisation is an adventure that inspires action from promoting critical thinking with irreverent humour, defeating personalisation dragons (no, really!) encouraging you, the reader, to take things back to basics, not from telling you exactly what to do Erscheint auch als Druck-Ausgabe Mannheim, David The Person in Personalisation London : Brown Dog Books,c2023 |
| spellingShingle | Mannheim, David The Person in Personalisation The Story of How Marketing's Most Treasured Possession Became Anything but Personal Intro -- Cover -- Title Page -- Copyright -- Contents -- About the Author -- Foreword -- Preface -- Let's Get Personal -- Part I: The Ordinary World -- Chapter 1 Hype Versus Reality -- Chapter 2 Awesome Versus Shit -- Chapter 3 Good Versus Evil -- Chapter 4 Definition Versus Definition -- Part II: The Call to Adventure -- Chapter 5 Rubbish Recommendations -- Chapter 6 Diverse Definitions -- Chapter 7 Pecking-Order of Personalisation -- Chapter 8 Insisting On Individualism -- Chapter 9 Connection & -- Conversation -- Part III: Paradise Lost -- Chapter 10 Don't Believe the Hype -- Chapter 11 Origin Story: The History of Personalisation -- Chapter 12 The Years of Personalisation -- Chapter 13 Vendor-Tinted Glasses -- Chapter 14 The Fear Factor -- Part IV: The Three Dragons -- Chapter 15 Know Thy Enemy: The Golden Dragon -- Chapter 16 Amazon Versus The Golden Dragon -- Chapter 17 Victoria's Real Secret -- Chapter 18 Sexy Sparks & -- Spencer -- Chapter 19 Defeating the Golden Dragon -- Chapter 20 Money Makes Personalisation Go Round -- Part V: The Stubborn Dragon -- Chapter 21 Know Thy Enemy: The Stubborn Dragon -- Chapter 22 Data, Data, Data: The Mouse House's MagicBands -- Chapter 23 Too Much Trouble: AI Engines -- Chapter 24 Slaying the Stubborn Dragon -- Part VI: The Deepfake Dragon -- Chapter 25 Know Thy Enemy: The Deepfake Dragon -- Chapter 26 McPersonalisation -- Chapter 27 Unexpecting the Expected -- Chapter 28 Vanquishing The Deepfake Dragon -- Part VII: The Six Spells -- Chapter 29 The Memory Spell -- Chapter 30 The Acknowledgement Spell -- Chapter 31 The Listening Spell -- Chapter 32 The Observation Spell -- Chapter 33 The Appropriate Spell -- Chapter 34 The Care Spell -- Part VIII: The Great Unknown -- Chapter 35 Follow the Money: Advertising -- Chapter 36 Spin Cycle: Everything That Goes Around Comes Back Around Chapter 37 Acquisition-Cost-a-lot: Accelerating -- Chapter 38 Data-Mine-Your-Business: Disciplined -- Chapter 39 Say Hi to AI: Awesome -- Chapter 40 2024: The Year of Personalisation -- Chapter 41 The Final Word -- Acknowledgements -- Notes |
| title | The Person in Personalisation The Story of How Marketing's Most Treasured Possession Became Anything but Personal |
| title_auth | The Person in Personalisation The Story of How Marketing's Most Treasured Possession Became Anything but Personal |
| title_exact_search | The Person in Personalisation The Story of How Marketing's Most Treasured Possession Became Anything but Personal |
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| title_full | The Person in Personalisation The Story of How Marketing's Most Treasured Possession Became Anything but Personal |
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| title_full_unstemmed | The Person in Personalisation The Story of How Marketing's Most Treasured Possession Became Anything but Personal |
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