Amping up cross-channel performance with multi-dimensional customer personas
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Tuesday, July 30
1:00 - 2:00 p.m. ET
10:00 - 11:00 a.m. PT
Segmentation has entered the era of Big Data, with opportunities to leverage everything you know about the customer, from what they open or click, how many times they visit your website or store, where else they shop, their lifestyle, what media they consume and much more. In this session, you'll learn the benefits of bringing all this intelligence together to create powerful customer personas in a practical way. You'll also find out how to incorporate winning segmentation methodologies with your current real-time, triggered approaches for more successful and relevant campaigns. You'll walk away learning how to develop an efficient multi-dimensional segmentation framework that delivers clear actionable answers to:
- Which customers to focus on
- Which channels matter
- What offers and messages are most effective
- How to develop programs that deliver bottom line results
- Easy to use, flexible, measureable concepts actionable across channels and aligned with your specific business goals
Nancy Shaver, Consulting Principal, Marketing Analytics, Experian Marketing Services
Nancy Shaver is a Consulting Principal for Experian Marketing Services' Marketing Analytics team. With over 25 years of experience leading marketing organizations as well as delivering data, analytical, and technical services Nancy leverages both her strategic vision and extensive hands-on direct, digital and database marketing experience to help Experian's clients develop and implement achievable marketing solutions that deliver measurable business value. Through her work across a range of organizations including luxury and broad market retail, telecommunications, consumer packaged goods, and financial services Nancy is able to help clients translate their brand goals into strategies and practical and effective initiatives which link a positive customer experience with bottom line results.
Nancy has been a speaker at industry conferences and has been a board member of the DMAW Educational Foundation and TransAmerica Marketing. Nancy holds a Bachelor of Arts from Wellesley College and attended the MBA program at Mary Washington University.