Lighthouse – Personalisation

Another buzzword begins to bite the dust. At least as far as its hype is concerned, personalization is beginning to tank, both with industry analysts as well as with those companies trying to implement it. Amazon has always been pretty good at it, and even then:

“Personalisation technology understands consumers poorly. Amazon.com, the poster child of personalisation, will start recommending needlepoint books to you as soon as you order that ideal gift for your great aunt. At this point, even the thickest consumer is apt to realise he and his online bookstore aren’t that close.”