Successful personalisation is a result of people, process and technology, and in that order.
Both the people who are building personalised experiences and the people who they are being built for must be at the center of any personalisation initiative. In fact, you can think of personalisation simply as a relationship and conversations between individuals. True personalisation is a series of relationships built at a large scale, which requires both processes and technology.
This eBook is about the people and the process that lead to success in personalisation. The ideas are meant to guide the formation of personalisation teams and their missions, with insight into the people and skills required.