An Audience of One: The Myth of Personalization

Amazon keeps evolving its algorithm for recommending products to you. TV, film and radio industries have been upended by services like Netflix and Pandora that do their best to know which of shows or songs you'll want to watch and hear next. So it’s no surprise that brands look at these paragons and want to do it too. They want to recommend just the right credit card for you. They want to show you the 5 thought leadership articles that you and you alone will care about. We dream about personalizing the experience and explore the technology it will require to bring that vision to life.

But here's the thing: most businesses don't have hundreds of thousands of products to sell you. Most companies only have a handful of products, a few dozen or few hundred articles, and just two or three types of customers. 

Join Huge, Razorfish, 360i and Contently as they discuss the boundaries of personalization, how to stay personal without fragmenting your brand, and personalization techniques that go beyond a fancy data-driven algorithm. 

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  • Jenn de la V.

    Could you post the names and Twitter handles of the speakers? Would love to engage further!

    2 · February 26

    • melanie

      I agree, even just list the names. We all are savvy enough to google their twitter handles.

      February 26

    • Huge B.

      Erin Scime, Razorfish; John McCrory, Huge; Amy Vickers, 360i; Joseph Lazauskas, Contently

      1 · February 26

  • Maximillian Z.

    This was my first meetup and even though I was a bit disappointed by the discussions for this topic, I will still attend a few more Huge BK meetups.

    The topic was on Personalization and I think it became clear within the first 15 minutes that no one in the speaker panel really cared for it. It became more of a personal preference conversation about how they like their Netflix experience to be rather than actually digging into the business end of things with this topic. As someone pointed out in the audience, the speakers that presented their opinions are that of the minority. This is why I believe the conversation turned away from being educational. I am assuming a lot of people in the room are not CEOs of Fortune 500 companies, so the panels' examples of the struggles such companies as Delta and Ford Motors went through doesn't really apply to the audience they are presenting to. If you are talking about data, you should include a speaker who actually is part of the process.

    3 · February 26

  • Thomas R.

    Very interesting, got the wheels spinning in my noggin. Even if you cant use personalization and have no clue what it's about on a business level, the theories and ideas are still very valid, it's good to know these things are happening as a user of the internet not even as a business.

    2 · February 26

  • Mauricio G.

    Still stuck in the office. Unfortunately going to have to miss it.

    February 25

  • Shirley T.

    'Sup HUGE Team. Fyi: I was planning to attend tonight, but at last minute was redirected to Queens to attend networking event hosted by Long Island City Business Women. This event will be held at a cool new hotel venue in LIC called The Local NY, opened last month. I'll be discussing the digital outlook in Queens instead. Catch me @ your agency next time!

    February 25

  • Chris B.

    If anyone with a +1 has the spot free, pls let me know. I'm on the wait list but would love to attend.

    February 19

    • Istvan K.

      Hi, I have a friend on the waitlist who may be interested. Her name is Blerta Leci. I have already emailed her. Hope you guys can find each other somehow...

      1 · February 25

    • Maximillian Z.

      If you were replying to my invite for my +1 I decided to modify my RSVP so I let go of the spot, I see there are available spots so please suggest to your friend to RSVP for the spot. Sorry for the confusion.

      February 25

  • Maximillian Z.

    Looking forward to my first HUGE BK meetup!

    Hopefully I can pick up some pointers for my Amazon strategy and meet some like-minded people.

    February 25

  • Cheng-Lun L.

    Can't make it tonight... I hope the talk will be recorded

    February 25

  • Mike L.

    Can't make it tonight, have fun and hopefully this gets recorded - thanks!

    February 25

  • Anas Raza F.

    I am working on a idea impacting millions! Its about how to change the way we connect to events happening around and how do we capture our precious moments! It's called "Even-tapture". See you all!

    February 25

  • Gregory I.

    Sorry I can't make it. Something came up last minute. I hope to make the next one though!

    February 25

  • Simon T.

    Can't come tonight - have to stay extra late at work. Hopefully this will be recorded/streamed just like previous meetups at Huge?

    February 25

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