Hyperpersonalization: When relevance is no longer left to chance

Hyperpersonalization is the ultimate form of relevance

We are exposed to more than 14,000 advertising messages every day. Most of them go unnoticed – too generic, too random, too irrelevant.

Hyperpersonalization changes that.
It brings meaning back to communication – by showing each individual exactly what is relevant to them.

From target groups to individuals

Traditional personalization works with segments: age, gender, location. Better than nothing, but still far from true precision.

Hyperpersonalization takes a different approach:

• It asks: What does this specific person need? – not “What do women aged 30–45 want?”
• It delivers: Individualized offers instead of standardized messages.
• It is based on real data – not assumptions.

Real-world example: Contract renewals in the telecom industry

A project with a major telecom provider shows how this works in practice.

The initial situation:
Contract renewals were steady – but there was no progress. No really new products, no special incentives.

The key question:
How can we drive greater impact with the same offering?

Our solution:
We used existing customer data – devices, usage behavior, tariff history, location – and built a system that generates more than 900 offer variants every month.

What that looks like:

• Heavy users automatically received data-focused offers.
• Upgrade enthusiasts saw the latest device options.
• Occasional users received suggestions on how to save.

All of this was integrated into existing newsletters – enhanced with personalized modules.

The results:

• Significantly higher renewal rates
• Improved conversion among existing customers
• No additional effort for the sales team
• No new products – just a better fit with more relevance

And most importantly: Customers felt, “This is exactly right for me.”

Relevance is not a coincidence. It’s a strategy.

Hyperpersonalization is not a technological gimmick. It reflects how seriously we take people in all their diversity – and how responsibly we use data to generate real value.

For consumers, that means:	For businesses, it means:
Less information overload	Greater efficiency
More clarity	Stronger customer loyalty
Better decisions	Long-term success

My conclusion:

For me, hyperpersonalization is not a “future goal.” It’s already achievable – when data, technology, and mindset work together.

And that is exactly what we all within The Relevance Group stand for.

An article by Andreas Hannemann, Group CEO of The Relevance Group