12 | Why Personalisation Requires More Than Surfacing Content with Tom Bailey
This week on Statements of Intent, we dive into how personalisation is really about supporting customers' desired intent. Our guest Tom Bailey, VP Product Analytics at Made With Intent, shares his perspective on moving beyond surface-level targeting to truly understand each individual's needs. Tom is an expert when it comes to data and isn’t afraid to ask the tough questions to find practical solutions.
Topics Covered:
- The evolution of personalisation in eCommerce - from Boots loyalty cards to real-time intent signals
- Why conversion rate alone paints an incomplete picture
- Using natural language processing to interpret customer intent through on-site language
- Creating cross-functional teams focused on the customer experience
Key Quotes:
- "Personalisation is not necessarily always about giving something away monetarily. You just need to be suiting people based on what their needs are."
- "A website is fundamentally made up of pieces of text. Underlying the website is text we can interpret to understand intent."
- "We have to start listening beyond the noise of sales data and start tuning into the real people we're trying to serve."
- "True loyalty comes from making your customers feel seen, heard, and understood as individuals."
Episode Chapters:
00:00 Introduction 01:10 Guest Introduction 06:20 Discussion on Personalisation in eCommerce 08:18 Statement of Intent: Personalisation Isn't Surfacing Content, It's Supporting Intent Effectively 14:09 Technicality of Inferring User Intent 22:17 Outro
Social Media:
- Tom’s LinkedIn → https://www.linkedin.com/in/tom-bailey-a03406a2/
- Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
- YouTube → www.youtube.com/@madewithintent
Creators and Guests
Host
David Mannheim
David is a big kid, a big Disney fan and a big geek. He founded User Conversion which was acquired by Brainlabs, is the author of The Person in Personalisation, and now the host of Statements of Intent. His mission is to help retailers care more for their customers by listening, being appropriate, being familiar and creating a relationship. He is doing that through his new start up, Made With Intent, a platform that helps retailers do just this by diligently understanding customer intent.
Guest
Tom Bailey
Tom Bailey, VP Product Analytics at Made With Intent, is an expert when it comes to data and isn’t afraid to ask the tough questions to find practical solutions.
