Personalization & segmentation

Lesson 6 of 8 · 30 min · part of the AI Marketing Specialist certification

AI makes it cheap to write a different message for every segment — or every person. Done well, personalization is simply relevance. Done badly, it is creepy, inaccurate, or unlawful.

In the EU, personal data used for marketing needs a lawful basis under the GDPR (often consent for direct marketing and tracking), must be used for the purpose people were told about, and some categories (health, religion, ethnicity, sexual orientation…) are specially protected.

Interactive exercise: Is this personalization appropriate?

Interactive exercise: The personalization request