Insight

Putting the (digital) cart before the horse

phil.smith@lyndcroftmedia.com (Phil Smith) — Fri, 31 Jul 2026 19:52:28 GMT

PERSONALISATION AT SCALE

Digital communications is where it’s at. But if used in isolation your project outcome will rarely be as penetrative as it would have been had you considered the wider engagement opportunities from the start.

Are we moving too quickly when connecting AI to our CRM systems?

phil.smith@lyndcroftmedia.com (Phil Smith) — Wed, 29 Jul 2026 14:43:50 GMT

CRM INTEGRATION

The importance of data collection and segmentation

phil.smith@lyndcroftmedia.com (Phil Smith) — Mon, 17 Nov 2025 09:15:00 GMT

THE POWER OF PERSONALISATION SERIES: UNDERSTANDING YOUR AUDIENCE - THE FOUNDATION OF PERSONALISATION (PART 2.1)

How automation enables scaleable personalisation

phil.smith@lyndcroftmedia.com (Phil Smith) — Fri, 14 Nov 2025 09:29:59 GMT

THE POWER OF PERSONALISATION SERIES: WHY PERSONALISATION IS THE FUTURE OF MARKETING AUTOMATION (PART 1.3)

Marketing automation isn’t just about saving time - it’s about amplifying relevance. When done right, it allows you to treat every customer like your only customer, without burning out your team or blowing your budget.

Why personalisation is no longer optional

phil.smith@lyndcroftmedia.com (Phil Smith) — Wed, 12 Nov 2025 09:30:00 GMT

THE POWER OF PERSONALISATION SERIES: WHY PERSONALISATION IS THE FUTURE OF MARKETING AUTOMATION (PART 1.2)

Salesforce acquires Spindle AI

phil.smith@lyndcroftmedia.com (Phil Smith) — Tue, 11 Nov 2025 12:39:53 GMT

Salesforce has signed a definitive agreement to acquire Spindle AI, an agentic analytics platform that combines AI agents, machine learning, and advanced data modelling to help businesses make faster, more effective decisions.

The acquisition of Spindle AI marks a significant step towards the era of the agentic enterprise (or business if you prefer) where AI agents don’t just assist but autonomously model scenarios, forecast outcomes, and optimise decisions in real time.

This move matters because it should enable smarter decision making. Spindle AI’s neuro symbolic agents and AI native data systems allow businesses to simulate complex decisions such as pricing strategies, go to market optimisation, and sales mix adjustments: in seconds. That speed and accuracy will transform how organisations plan and respond to market changes.

It also strengthens Salesforce’s commitment to explainable AI where transparency is critical for trust, especially in regulated industries. By integrating Spindle AI’s technology, Salesforce can deliver auditable, self-improving AI systems that offer organisations confidence in automated decisions.

Finally, this acquisition positions Salesforce at the forefront of AI innovation. With Agentforce 360 already gaining traction, Spindle AI accelerates the roadmap and reinforces their competitive edge in building adaptive, autonomous intelligence for businesses worldwide.

The merger isn’t just another tech deal, it’s a signal of where enterprise AI is heading but are businesses ready to embrace the new standard for decision-making?

Goodbye one size fits all

phil.smith@lyndcroftmedia.com (Phil Smith) — Mon, 10 Nov 2025 22:06:25 GMT

THE POWER OF PERSONALISATION SERIES: WHY PERSONALISATION IS THE FUTURE OF MARKETING AUTOMATION (PART 1.1)

For decades, mass marketing dominated the landscape. Brands broadcasted the same message to millions, hoping that a fraction would respond. It was efficient for its time, but today’s consumers expect far more. They want brands to understand their preferences, anticipate their needs, and deliver content that feels uniquely theirs. This expectation has sparked a seismic shift: from mass marketing to hyper-personalisation.

Relevance is the new currency in marketing

What changed? The drivers behind the shift

The first major driver is the explosion of data. Digital platforms have created an unprecedented amount of consumer information purchase history, browsing behaviour, and social interactions. Brands now have the tools to turn this data into actionable insights, enabling them to tailor experiences at scale.

Consumer expectations have also evolved dramatically. Studies show that 71% of consumers expect personalised experiences, and 84% are more likely to buy from brands that treat them like individuals. Generic messaging isn’t just ineffective anymore, it’s a deal-breaker.

Finally, technology has advanced to make this possible. AI, machine learning, and marketing automation have transformed how brands engage with customers. Dynamic content, predictive analytics, and behavioural triggers are no longer futuristic, they’re standard features in modern marketing stacks.

From broadcast to conversation

Mass marketing was about shouting the same message to everyone. Hyper-personalisation is about listening and responding. Instead of sending one email to 100,000 people, brands now send 100,000 unique emails each tailored to the recipient’s interests, behaviour, and stage in the customer journey. This shift turns marketing from a monologue into a dialogue.

In the sport industry, this is particularly evident. A football club, for example, can move beyond generic season ticket promotions and instead send personalised offers based on fan behaviour. A supporter who regularly buys merchandise featuring a specific player might receive an exclusive discount on that player’s shirt. Meanwhile, a casual fan who only attends weekend matches could be targeted with flexible ticket bundles for specific games. These tailored experiences make fans feel valued and deepen their connection to the club.

The benefits of hyper-personalisation

Hyper-personalisation delivers tangible results. Personalised emails, for example, achieve six times higher transaction rates than generic ones. Customers feel valued when brands anticipate their needs, which strengthens loyalty and trust. From a business perspective, relevant messaging reduces wasted ad spend and drives better ROI, making personalisation a strategic imperative rather than a nice-to-have.

For sports organisations, this means more than just ticket sales. Personalised campaigns can boost membership renewals, increase merchandise revenue, and even drive engagement with digital content like match highlights or behind-the-scenes videos. When fans receive content that reflects their interests—such as updates on their favourite team or player—they are far more likely to engage and share.

Challenges to overcome

Despite its benefits, hyper-personalisation comes with challenges. Data privacy is a major concern—consumers want personalised experiences but also demand transparency about how their data is used. Building these campaigns can be complex, requiring robust technology and a clear strategy. And there’s a fine line between helpful and intrusive; brands must avoid crossing into “creepy” territory by using data responsibly.

The future: predictive and real time personalisation

The next frontier is predictive personalisation: using AI to anticipate what customers will want before they know it themselves. Combined with real-time data, this will create experiences that feel effortless and intuitive.

Imagine a world where a sports club sends a push notification offering discounted tickets for a match just as a fan starts searching for weekend activities. That level of relevance will redefine fan engagement.

Hyper-personalisation isn’t a passing trend, it’s the new standard and b rands that embrace it will thrive.

Why every company needs an operating model for CRM

phil.smith@lyndcroftmedia.com (Phil Smith) — Fri, 07 Nov 2025 19:24:21 GMT

Too many CRM systems end up underused, misaligned, or abandoned - not because the tech is bad, but because the operating model behind it is missing.

People simply don’t use CRM the way it’s intended.

The power of content experience and storytelling for football supporters

phil.smith@lyndcroftmedia.com (Phil Smith) — Tue, 29 Jul 2025 17:25:11 GMT

In the world of football, passion runs deep. It's not just about the game; it's about the emotions, the rivalries, the unforgettable moments, and the sense of belonging to something bigger than yourself.

Football fans don’t just watch the sport - they live it

Premier League announces partnership with Microsoft

phil.smith@lyndcroftmedia.com (Phil Smith) — Tue, 01 Jul 2025 09:30:00 GMT

The Premier League has partnered with Microsoft in a five-year deal to enhance fan engagement with the aim of creating a more engaging and personalised experience for football fans worldwide.

Microsoft will become the official cloud and AI partner for the Premier League’s digital platforms