The INMA report is designed for executives wondering whether or how much to invest in personalisation.

It is also for marketing teams wanting to know how to execute and product teams looking to deepen their understanding of how it works.

A Personalisation Primer for Media Companies by INMA Smart Data Initiative is lead by Lead Ariane Bernard. 

The report focuses on:
  • evaluating the possible impact of personalisation on products
  • understanding KPIs for personalisation
  • ways to ramp up a personalisation programme and where it can be applied
  • the different methods of personalisation, and
  • what you need to get started: team, tech and candidate projects.

As the adoption curve of personalisation in news media meets technology acceleration, Bernard says that the time is right today for the c-suite, newsrooms, product and data leaders to elevate the subject to enhance engagement across:
  • websites
  • apps
  • newsletters, and
  • other mediums.

While the media industry has been using some level of personalisation for a decade or more, even the most advanced publishers are far from proficient and methods continue to advance, Bernard says.

Per the report, this moment in the personalisation journey has left many publishers with pressing questions that reach beyond the basics. A Personalisation Primer for Media seeks to answer these key questions from INMA members across the media organisation and those outside of the data team.

"Benchmark where you are on your personalisation journey, take a peek into realistic resourcing for personalisation, or use the report to frame the conversation about personalisation at your media company," says Earl J. Wilkinson, executive director and CEO of INMA.

"I am told by smart people that personalisation as a topic has overtones of sorcery, lies, or broken promises. I hope this report sheds light on that darkness and demystifies the subject for a fuller embrace by media," adds Wilkinson.

A Personalisation Primer for Media is available for free to INMA members and for purchase by non-members on the INMA website.

It represents a companion report to September's Best Personalisation Practices for News Media. Combined, the reports offer strategic and tactical looks at the subject of personalisation, concludes the INMA.

For more information, visit www.inma.org. You can also follow the INMA on Facebook and Twitter.