Personalisation In Advertising - Data Protection And Privacy Issues

The proliferation of intelligent technologies such as artificial intelligence (AI) has created opportunities for players within the consumer sector to harness the capabilities of new tools to enhance the customer experience. Within the retail segment, advances in the use of technology for marketing now allows retailers to tailor their offerings not only to the extent of targeting specific market segments but also to personalise marketing for individual preferences.

Personalised marketing is facilitated through the collection of data about a customer's purchasing preferences, patterns and behaviours. AI, for example, can be used to analyse this information to gain insights into individual habits. This allows retailers to implement targeted marketing approaches for an identified customer to ensure maximum engagement and increase purchasing probability.