S5Ep14:  Personalisation is just good prediction with CEO James Taylor

That's What I Call Marketing · May 5, 2026 · 38m

We talk about personalisation as if it’s about the person. It isn’t. It’s about prediction.”

That line sits at the centre of this conversation with James Taylor, CEO & Founder of A Particular Audience and once you hear it properly, it’s difficult to go back to how most marketing teams currently think about relevance. Because for years, personalisation has been framed as something close to one-to-one messaging. The idea that if we just had enough data, we could tailor every experience to the individual. It sounds right. It feels intuitive. And yet, in practice, it has largely disappointed…