Asos on the shortfalls of Amazon and Netflix-style personalisation

Even though Netflix and Amazon are held up by many as among the greats when it comes to digital personalisation, their reliance on studying the past behaviour of consumers also has its shortfalls.
Speaking at the Market Research Society’s Impact conference today (15 March), Celina Burnett, head of marketing analytics at online fashion retailer Asos, claimed there’s just as much marketers can learn from what the two digital giants are getting wrong.
She explained: “When I go on