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Content Marketing World 2020 - Session Viewer

Our schedule will be live soon. Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. We’ll send updates to paid registrants as the agenda is finalized.

Using Customer Data to Craft Personalization at Scale

Jessica Best  (Vice President, Data-Driven Marketing, Barkley)

Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Email & Conversion

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Marketing is all about the data these days. Your customers expect their experiences to be personalized (no matter what they say about wanting their privacy). But gathering, analyzing, interpreting, and using data to create relevance along a customer’s path to purchase can be easier said than done.

Jessica has helped her clients – from financial institutions to nonprofits – turn data into a useful tool for triggering and personalizing marketing campaigns, especially in the most 1-to-1 channel: email. She’ll share the step-by-step process you need to gather customers insights and transform that data into personalized marketing at scale… including the speed bumps along the way and how to navigate them.


What you'll learn:

  • How to graduate from funnel-thinking to customer journey-driven thinking across marketing channels
  • The types of data that drive relevance -- and conversion -- in your marketing campaigns
  • How to make a case for integrating data and systems and troubleshooting for speed bumps along the process
  • How to balance privacy and relevance in your marketing in a way that adheres not only to the law, but your customers' expectations.