Gartner Research

Rethinking Personalization: The Principles of Personification

Published: 13 May 2015

ID: G00277379

Analyst(s): Andrew Frank


Digital marketers must distinguish between true one-to-one personalization and the targeting of anonymous aggregate personas. Personification provides a framework for balancing privacy and relevance.

Table Of Contents


  • The Need for New Terminology
    • A Credibility Gap
    • From Personas to Personification
  • Deriving Personas From Segments
  • Personification Principles
    • Anonymity
    • Transparency, Choice and Control
    • Sensitive Data
  • Technical Considerations
    • Examples
  • Human Considerations
  • What You Need to Know

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