This month's talk: Picking Personalisation Apart Astrid Illum, Head of Customer Experience Management & MarTech, DFDS Personalization is a fun topic. It is both an existing reality on the digital channels of many companies and a tantalizing magical curall available some time in the future if you just manage to get X, Y, Z and so on in place and perfected. As Matt Gershoff, CEO at Conductrics, likes to emphasize though, it is a solution to a particular problem. Namely - when the offering tendered could be versioned to appeal more to people - or even appeal to more people. But is that really the case in most situations? The majority of situations? Or at least some situations? And if it is, how do we recognize those situations? This will be less of a dive into the stats and engine room of a personalisation engine, and more into the core constructs and questions that need to be answered to guide personalisation to success.