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Overcome key challenges that hinder adoption and ROI.

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Unlocking Personalisation: The 6 Key Questions You Need to Answer

Assuming you’re already aware of the importance of delivering relevant experiences, I won’t waste your time with another article on why digital personalisation is critical for business success. Instead, I want to address the challenge that personalisation managers face every day: ensuring the success of personalisation across various digital properties belonging to their brands or clients.

The 6Ws framework described below draws inspiration from Rudyard Kipling’s renowned poem, I Keep Six Honest Serving Men. Kipling’s clever personification of six questions has long been a valuable problem-solving technique. By adopting a curious mindset, I have employed the same approach to create the 6Ws framework for unlocking personalisation – a data-driven method that aims to deliver improved customer experiences.

The six questions

1
WHY? THE OBJECTIVE
Is the objective of the campaign clear and aligned with wider business KPIs?
2
WHO? AUDIENCE
Have the correct target audiences been defined, and is the size of the audience sufficient to benefit the business?
3
WHERE? LOCATION
Which digital channels/pages/screens will the personalised message be shown on?
4
WHEN? TRIGGER
Will the decision to show a personalised experience be made in real-time or in a predefined way?
5
WHAT? MESSAGE
Has the message that needs to be conveyed been finalised for every scenario and audience type?
6
HOW? PRESENTATION
What is the delivery mechanism for personalisation, such as a targeted hero banner, a light-box, or a push notification?

6Ws Framework for Unlocking Personalisation

View and save the infographic.

Conclusion

By making these questions a mandatory part of the personalisation execution lifecycle, we can eliminate ambiguous and unclear campaigns that are more likely to fail, even if they sound interesting. You must choose between data-driven and gut-driven personalisation, and there is no prize for guessing which side you want to be on.

Through this series of seven articles, I aim to share my experiences on how to use data to drive digital personalisation, which has a better chance of success. I hope you find it helpful.

Want to deliver personalised experience that meet business objectives?  Get in touch. 

About The Author

Rajneesh Gautam
Rajneesh Gautam, Founder & CEO of Dexata, is a pioneering leader in MarTech and digital strategy. He challenges norms, innovates solutions, particularly in response to declining cookies, and is passionate about reshaping MarTech to enhance brand positioning and personalise customer interactions. Additionally, he leads Martech London, fostering industry collaboration and advancement.
Connect with Rajneesh

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