The “State of Marketing” report represents research from over 4,100 marketing leaders worldwide to discover how cross-functional dynamics are shifting to satisfy customer and business demands; Data — and how it’s used; Personalisation at the crossroads of intelligence and trust and the new standards of customer engagement.

The ability to truly understand the individual behaviours exhibited by customers and to provide content, product choices and experiences based on that individualism has always been a critical attribute of digitally-mature, successful and enduring brands. In this article we will take a look at the reality behind the buzzwords and explore how we approach personalisation.