Tailored services and personalised advertising is great isn’t it? People and organisations are no longer bombarded by things they are not interested in or can not respond to, only those things that are relevant.
In theory that’s what all the cookies, search histories and other smart stuff on the internet delivers, especially with all the recent attention on the Internet of Things (IoT). The reality is somewhat more patchy. Getting the right data to tune, tailor or personalise effectively is not that straightforward, as many online advertising attempts and email blasts seem to indicate.