Hyper-personalisation: a 360-degree view of your customer

Truly understanding your customer is the holy grail of those at the frontiers of personalisation. Unparalleled amounts of customer data enable machines to hold up a mirror to our preferences, understand our needs and sell us something relevant. Mass customisation can now reach new heights at a time when choice is infinite, especially online. "Personalisation 2.0 or, as some call it, hyper-personalisation, creates an ideal paradigm where we're now able to move away from just selling people something, to being able to anticipate a very discrete need, and make a highly relevant and curated offer at an exact time," explains Utpal Kaul, head of new product incubation at CWT. Over the last few years, huge advances in artificial intelligence (AI), machine and deep-learning, as well as algorithm neural networks, have made this possible.