Personalisation is the practice of tailoring content, offers, product recommendations or experiences to individual users or segments based on data, rather than serving the same experience to everyone.
But getting personalisation right is not always easy. Too little can make your communications feel generic, while too much can feel intrusive or irrelevant. The key is understanding where personalisation adds value, what data you need, and how to measure whether it is actually working.
Topics Covered
- Appropriate personalisation
- Ways to personalise
- Applications of personalisation
- Measurement and testing
What you will learn
- The line not to cross
- Data, did we say data and did we mention data
- Where to start
- Set and forget is dangerous
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About the presenter:
Josefin Hellqvist
Solution Architect
Josefin Hellqvist is an experienced martech architect specialising in Salesforce Data 360, Braze, Snowflake and AI enablement. She leads architecture and solution design across enterprise programs, including platform migrations, customer data, compliance and AI-driven personalisation.
Her work focuses on building connected data foundations that enable real-time, cross-channel customer experiences. She also helps organisations adopt AI and agentic capabilities as part of their broader marketing technology strategy.
With a strong understanding of data, technology and marketing, Josefin translates complex business requirements into practical, scalable solutions.