Tamara Heber-Percy, co-founder and chief technology officer, told this week's Abta Travel Convention in Ljubljana, Slovenia, that she has battled with the concept of allowing an mathematical algorithm to determine marketing strategy. But she said taking a personalised approach through using data insight was the future, although firms had to be prepared to get it wrong and understand that results won't come over night. "Personalisation I do believe is the future but there's still a long way to go," she said Ge the full story at Travolution