Back to keynotes, Megan Gilhooly of Zoomin talks about everyone has a story. Organizations that provide custom content are interested in building relationships. Customers feel better when we provide content that aligns with individual stories.
There are risks.
Personalization should address a person, not demographic or segmentation. Ask if the personalization is helpful?
But there is segmentation. Ask if meaningful. For example, writing for AARP, segmentation by age can be useful.
You can ask users about themselves to help define the content to give them.
When done poorly personalized content can feel creepy and annoying.
Recognize, remember, relevant, and recommend.
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