12 | Why Personalisation Requires More Than Surfacing Content with Tom Bailey

Statements of Intent

This week on Statements of Intent, we dive into how personalisation is really about supporting customers' desired intent. Our guest Tom Bailey, VP Product Analytics at Made With Intent, shares his perspective on moving beyond surface-level targeting to truly understand each individual's needs. Tom is an expert when it comes to data and isn’t afraid to ask the tough questions to find practical solutions.

Topics Covered:

• The evolution of personalisation in eCommerce - from Boots loyalty cards to real-time intent signals
• Why conversion rate alone paints an incomplete picture
• Using natural language processing to interpret customer intent through on-site language
• Creating cross-functional teams focused on the customer experience

Key Quotes:

• "Personalisation is not necessarily always about giving something away monetarily. You just need to be suiting people based on what their needs are."
• "A website is fundamentally made up of pieces of text. Underlying the website is text we can interpret to understand intent."
• "We have to start listening beyond the noise of sales data and start tuning into the real people we're trying to serve."
• "True loyalty comes from making your customers feel seen, heard, and understood as individuals."

Episode Chapters:

00:00 Introduction 01:10 Guest Introduction 06:20 Discussion on Personalisation in eCommerce 08:18 Statement of Intent: Personalisation Isn't Surfacing Content, It's Supporting Intent Effectively 14:09 Technicality of Inferring User Intent 22:17 Outro

Social Media:

• Tom’s LinkedIn → https://www.linkedin.com/in/tom-bailey-a03406a2/
• Made With Intent LinkedIn → https://www.linkedin.com/company/madewithintent/?viewAsMember=true
• YouTube → www.youtube.com/@madewithintent