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Lead Monitor puts marketers’ questions to their community in a new series of articles aiming to provide practical advice and connect business leaders. This week, the publication selected a topic submission from Sandra Moran, Chief Marketing & Customer Experience Officer at WorkForce Software.

Moran asks how others in the community are thinking about delivering more personalised experiences to buyers at scaled. As personalisation has been a salient term in digital marketing for years and as the technological shackles continue to loosen for the majority of businesses, it is no surprise that the intelligent use of data represented a common response for delivering personalisation at scale.

Artificial intelligence (AI) is perhaps the best-known tech solution for optimising and personalising large datasets, and this technology too was frequently referenced alongside machine learning and automation. Other personalisation suggestions surround the potential of gamification, the need for a single customer view and how ‘send all’ is a term all marketers need to ignore.