We haven’t been watching you. We don’t know who you are. But if we wanted to, we could find a lot about you: what text font you prefer to read, its size and if you digest a diagram better than text. We didn’t buy this information, so… we’re sorry about that? Companies, however, do take such an approach to their communications: a process known as “personalisation”. We consider what gave birth to personalisation; its impact on businesses, consumers and our right to privacy. Big Data, Snowden, Facebook, Celeb iCloud, Russian Cyber Hack; We live in a world where personal information is dropped like never before. Whatever side of the corporate-consumer fence you’re on: it’s time you understood the power and potential of personalised digital experiences.

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