NewsFlash No. 3
Our second informal chat on Monday 8th was attended by 31 people. I 'd like to say thank you to everyone who joined (and contributed). Not only was Katie's talk inspiring as usual, there were also great contributions from the members and lively discussions. We have now made the video available as well as Katie Roden's presentation in the members'
section of the website
. It's worth listening to the discussion that followed Kate's talk because there are some interesting examples from EEPG members showing how they managed to reach their customers.
Here are some links with relevance to our discussions. They were posted in the chat.
We had a question/observation following her talk which I'd like to share with you. At the beginning of her presentation, Katie talks about personalisation and gives the example of streaming services. Even though promoting the same film to two people, they approach them differently according to what algorithms know about them.
The observation by Dirk from Veritas was this: "
... People getting bits of information and suggestions on the base of their history of choice cements their world perception instead of enlargening it. You know all this regarding the news and the political outcome, when people tend to live in bubbles without connection to a common reality that everybody else shares. ... Of course in marketing terms this doesn't count because it is not part of the business. But most people are in publishing and education because they do not only sell a product. ... If I come to London on a rainy day I don't want some commercial showing me rainy day clothes. It makes life very narrow
Of course, this is a very valid point and it is being discussed widely in connection with AI.
Here is Katie's reply: "
I actually agree with you that too algorithmic an approach can be super-limiting. I meant to show how by adopting the theory of best personalisation practice, by thinking more carefully about our customers, we can speak to them in a really meaningful way that - ultimately - will lead to sales, but by being helpful and supportive. So, for example, a customer in an area where schools are currently closed will need very different messages to one who is going into school and worried about safety. That's not algorithmic, but it uses the principle of thoughtful, relevant communication. If it helps, think of it as "relevance" rather than "personalisation".
Please also pass on this information to interested colleagues. If they want to receive this newsflash, the newsletter and other information, they should just send me their name and email address and I will be happy to sign them up.