Hrumph

"There's always been a lot of discussion about personalisation and the web but it has never really taken off, probably because it's not that useful."

So says Jakob Nielsen today, and when he says it, people believe it. When *I* say it, people with diplomas in marketing smile at me patronisingly and tell me I am insufficiently visionary.

I notice they've dropped the 'personalised supporter experience' on our website though. In fact I think they dropped it about three months after they launched it.

*hollow laugh*

joella