In 2014, Tucker found that internet users clicked on personalised ads almost 2X more when given control over personally identifiable information due to increased perceived control[24]. In the same study, the ads that did not use personalised text but targeted after users inputted their control options remained unchanged in effectiveness[25]. Therefore, if an internet user consensually inputs private data for personalised ads, they actively want to see the result. This point ties in with Mark Riston’s commentary on British health and beauty retailer Boots. The praise from Ritson derived from an impressive strategy that incorporates both mass and target marketing informed by their heavily subscribed loyalty card[26].

Balancing the consensually targeted approach enables consumers to receive personalised activation-focused content that resonates with previous behaviour and intent. Mass marketing used in synergy with activation personalisation, however, should not be undermined for helping to build the “top of funnel” interest that “sets up the more targeted fare for faster and more effective success”[27]. Supported by Byron Sharp’s soft spot for mass marketing, Boots’ revamped strategy suggests a control-based system for personalisation, combined with mass marketing, can help build effectiveness.