The Intersection of Personalisation and Relevance

Personalisation and relevance intersect at the point where businesses move beyond demographics and preferences to understand the motivations and aspirations of their customers. While personalisation might be driven by data on past purchases, browsing history, or demographic details, relevance is rooted in insights about values, interests, and context. This means that achieving relevance requires businesses to tap into the broader narrative of their customers’ lives.

Example: An online education platform could use data to know which courses a user has previously taken, but it’s relevance that allows them to reach out with an email saying, “Ross, we’ve noticed you’ve been exploring leadership courses recently. This new program on ‘Leading Teams through Change’ could be exactly what you’re looking for.”