1. PHD UK CHEAT SHEET
Thoughts on data personalisation
January 16, 2011

2. PHD UK Cheat Sheets are concise thoughts
from PHD UK on topics of interest to the
media industry.
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Here, we discuss the impact of personalisation of
data; specifically, using technology to trace a
person‟s actions online and consequently
modifying content intended for them. What
issues should we be thinking about?

3. People have always used filters for
information to personalise what they see
- the internet has made this easier (this is
both good and bad)

4. Personalisation is good but the
context has to be right
(We still go to the BBC or the Guardian
for news though we get a personalised
version from Twitter or Facebook)

5. The footprints people leave behind can
be used by brands in a myriad of ways
 Brands should use this to add value to
consumer experiences, not just because they can
 Works best when used to surprise or delight
instead of trying to second-guess people

6. One person = many need states
 People are weary of brands using too much
information about them
 The ‟work me‟ is different from the „weekend me‟
and brands need to acknowledge this better
 Think about where personalisation stops being
social and useful

7. Broadcast media still has its benefits
 Sometimes you *want* to watch a show with
family and friends – everything doesn‟t need to be
personalised

8. Always think „behaviour first, technology
second‟
 Just because something is the topic du jour does
not make it important – think of gravity and how it is
scientifically actually a weak force
 “The ultimate test of an advertising medium is its
ability to contribute in a critical manner to the
building of the brand” – Bob Hoffman

9. Data vs. culture
 Will a focus on data and personalisation be
achieved at the risk of giving up the chance to
influence culture?
 Think of where you need to stop looking at the
past (measuring clicks online, for example) and
thinking of the future (generating actions people will
adopt naturally)

10. Contributors:
Rupert Britton - @rupertbritton
Tom Blaza - @teblaza
Hugh Cameron
Simon Harwood - @sharwoodster
Mark W. Holden - @ibu7979
Anjali Ramachandran - @anjali28
Suneil Saraf - @aboycalledsu
Jennifer Smith - @jenny1997
Steve Taylor - @shakeandvac
Follow PHD UK on Twitter @PHD_UK