The value of data vol.2 - personalisation
Valeria Baker
To help us put things into perspective for personalisation, I think is relevant to refer to McDonald’s announcing the acquisition of Dynamic Yield , a “decision logic” technology startup. Rather interesting to see the fast food emporium taking the plunge in the Big Data pool, crunching data to deliver an enhanced experience to their consumer.
According to the article Digital Display has played a key role in warming up the consumer to dynamic content, as well as data capturing. Further facilitating insights to roll an initial phase of personalisation, starting with menu suggestions based on weather, location, traffic and historical purchases. However on a larger scale, the data collected in an ecosystem such as this can be applied to influence directly the Chain Supply and operational logistics of a brand.
This is not the first brand to take on this approach, H&M is also exploring this avenue. By implementing personalisation engine services brand can react and adapt to consumer needs through real time data.