Why Your Site Still Guesses What Customers Want (Personalisation Masterclass)

71% of consumers want brands to anticipate their needs. Only 34% deliver. That 37-point gap is costing enterprise D2C brands 10-15% of revenue, according to McKinsey.

The problem isn't a lack of data. Most enterprise brands collect customer signals from 8-12 touchpoints. The problem is those signals sit in separate systems, segmented into groups too broad to be useful, running on rules written months ago.

In this session, Marc Firth and Ashley Maloney break down:

→ The personalisation perception gap and what it costs in real revenue

→ Why cookie deprecation, data silos, and segment-based logic make real personalisation structurally difficult

→ Three methods that work: intent capture through search and conversation, AI-driven recommendations that adapt within a session, and progressive profiling that builds individual customer understanding without forms

→ Live Q&A on implementation, starting points, and board-level business cases

For enterprise D2C marketing leaders (CMOs, VPs, Directors) who know their personalisation isn't working but aren't sure what to fix first.

📅 Wednesday 18 March 2026, 11:00 AM GMT

🎯 45 minutes + live Q&A