Personalisation is a trap
It’s great theory to collect all this rich customer data and then micro-target people with the exact right marketing. However, to design and maintain such personalization systems takes a tremendous effort. I have seen personalization situations that required four to five times the investment in personnel than that required for running the same non-personalized website.
Organisations that get sold on the vision of personalisation are (in my experience) fail to get told about the effort involved in maintaining that effort.
Collecting personal data has been an obsession of most organizations, whether commercial or governmental. Luckily, most of this data is never used because most organizations are simply incompetent when it comes to managing data.
Or, alternatively, given these organisations are incompetent when it comes to managing data,“terrifyingly”.