# Data Personalization Brands leverage big data to offer personalized touches for consumers. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Oct 8, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/mass-personalization ## Key Figures - Trend score: 4.6/10 - Evidence articles: 6 ## What is the Data Personalization trend? **Data Personalization:** No longer an oxymoron, mass personalization has become expected by consumers. When it comes to marketing efforts, brands are adding customized touches that require little to no effort on the part of the consumer, ultimately creating a surprise and delight moment that's tailored to individual taste. By leveraging big data, brands are able to become more intuitive in a way that doesn't compromise convenience. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 16, 2014 to Oct 21, 2015 - Published: Oct 8, 2015 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Data Personalization trend ### Mass Personalization With personalized touch points becoming the norm, brands are leveraging big data to offer surprise and delight moments tailored to individual tastes. ### Data-Powered Personal Shopping Big data is being used to improve ecommerce experiences, like the use of TrueSpectrum by True&Co to collects 7 million data points and design bras for 6,000 body types. ### AI-Powered Advertisement M&C Saatchi's Artificially Intelligent Posters uses AI to gauge a person's mood and interest, regenerating layouts and images for better engagement. ## What the Data Personalization trend means for industry ### For Ecommerce Big data is being used to create unmatchable personalized user experiences like True&Co's bra collection designed for 6,000 body types. ### For Mobile Notifications Companies can help consumers save time and increase personalization by using Kahuna's 'Dynamic Deep Linking' program to direct users to specific screens based on their browser history. ### For Advertisement The AI-powered smart billboard series by M&C Saatchi has the potential to disrupt the advertisement industry through its use of facial recognition, beacon technology, and mood gauging. ## Workshop question How could your brand or product offer customization in an expedient way? ## Trend signals for Data Personalization Trend score 4.6 out of 10, from popularity 79%, activity 53%, freshness 8%. - Popularity: 79% - Activity: 53% - Freshness: 8% ## Examples of the Data Personalization trend 6 featured examples from Jun 16, 2014 to Oct 21, 2015. - [Data-Powered Costume Finders](https://www.trendhunter.com/trends/best-halloween-costumes): This App Uses Google Data to Find the Best Halloween Costumes (Category: Tech) Implication: Retailers can use search data analysis to identify popular products and adjust inventory and marketing strategies accordingly, while also offering personalized recommendations to… - [Big Data Lingerie Lines](https://www.trendhunter.com/trends/perfect-bra-fit): Startup True & Co Uses Big Data to Help Women Locate the Perfect Bra Fit (Category: Fashion) Implication: The lingerie industry is embracing big data analytics to enhance the bra shopping experience, providing women with more accurate sizing and fit recommendations. - [Bearded Matchmaking Research](https://www.trendhunter.com/trends/gillette-dating): These Gillette Dating Statistics Take Advantage of Tinder's Big Data (Category: Marketing) Implication: Consumer goods industries, such as shaving products and grooming tools, can benefit from implementing the findings of the Gillette dating research to target their marketing strate… - [Personalized Deodorant Commercials](https://www.trendhunter.com/trends/axe-brazil): This Axe Brazil Ad Changes Its Plot Based on User's Interests (Category: Marketing) Implication: Opportunity to develop innovative personalized advertising strategies that engage consumers on a deeper level. - [Intuitive App Notifications](https://www.trendhunter.com/trends/mobile-notifications): This Program Helps Companies Personalize Mobile Notifications (Category: Tech) Implication: The industry that can incorporate intuitive app notifications and dynamic deep linking to enhance user engagement. - [Self-Regenerating Advertisements](https://www.trendhunter.com/trends/smart-poster): This Smart Poster Uses AI to Be the Best Version of Itself (Category: Marketing) Implication: Opportunities for agencies to use AI to create more engaging ads and improve ROI. ## Recent trend clusters - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) - [Crafted Timepieces](https://www.trendhunter.com/protrends/crafted-timepieces) (Luxury) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Marketing](https://www.trendhunter.com/marketing)