Personalisation has become one of the most talked-about ambitions in modern marketing, yet for many organisations, it remains frustratingly out of reach. The gap between knowing personalisation’s potential and delivering it at scale is where most businesses quietly struggle. During this session, Bond and Greene King will show exactly how to close that gap.
The Personalisation Problem
Most organisations have made some investment in personalisation. They have CRM systems, customer data, and marketing technology, but having the tools is not the same as having the capability. Campaign-led thinking, siloed data, disconnected channels, and inconsistent content pipelines all conspire to keep brands stuck at a basic level of engagement, sending the right message to a broad segment, rather than the right message to the right individual at the right moment.
The challenge is not ambition. It is operationalisation.
Meet the Bond team at the Digital Marketing World Forum (6-7 May | Excel, London).
Introducing the Personalisation Maturity Framework
Rob Pellow, Executive Technical Director at Bond, will open the session by introducing Bond’s Personalisation Maturity Framework, a practical diagnostic model built to help businesses cut through the complexity. Rather than offering a vague vision of what “good” looks like, the Framework gives organisations a structured way to assess their current maturity across the key capability pillars that truly drive personalisation: data, decisioning, content, and orchestration.
The model is designed to be honest. It surfaces where organisations are genuinely strong, where the gaps are holding them back, and what the priority next steps look like to move towards true one-to-one engagement. This is not a theoretical exercise. Attendees will be able to take part in a bitesized adaptation of the Framework during the session, leaving with a tangibe picture of their own brands maturity and a set of actionable priorities to take back to base.
Greene King: Four Years in the Making
Bringing the Framework to life with real-world evidence, Mark Yates, Head of Digital Customer Engagement at Greene King, will share the story of its personalisation journey. Operating across a complex portfolio of brands and customer occasions, Greene King faced exactly the kind of challenges that make personalisation difficult at scale: high purchase frequency, diverse customer needs, multiple channels, and a MarTech ecosystem that needed to work harder and smarter.
The journey began with foundational investment—first, getting the data infrastructure and technology stack in place. From there, the team progressively built out its capabilities, moving from basic segmentation towards omnichannel, insight-led experiences that respond to individual customer behaviour across the full portfolio.
What makes Greene King’s story particularly compelling is that it’s not a retrospective on a completed transformation. This evolution is now actively powering the next phase of the business’s growth, with personalisation moving from a marketing initiative to a genuine commercial driver.
What You Will Take Away
This session is built for marketers, CRM leaders, and data practitioners who are ready to move beyond just theory. Whether your organisation is taking its first steps or looking to accelerate an existing programme, the combined expertise of Rob Pellow and Mark Yates will give you the clarity and confidence to act.
Come ready to reflect, engage, and leave with actionable next steps.
