Ever since marketers started to focus on personalisation, a debate has been raging about where it fits within the marketing mix. Before we go any further, let me make the most important point: this should not be a discussion about one medium or tactic versus another. Anyone who tells you to pump all of your marketing budget into one channel or one task at the expense of all others has got the wrong end of an over-simplified stick. The fact of the matter is, personalisation needs to work in conju