Individualized Insights Goes Far Beyond Personalization

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Thursday, June 11
1:00PM ET/10:00AM PT

It’s no longer enough to personalize communications; it’s time to be contextually relevant with each individual customer.

Data-driven marketing presents unmatched opportunities to connect one-to-one with consumers. While segmentation may set direction for whom to target, and personalization helps to engage those groups, individualized insight goes beyond those basics to captivate customers and drive them to action through contextually relevant messaging and interactions.

Join Michael E. Gazala, VP, Research Director at Forrester Research Inc., Jenne Barbour, Marketing Strategy at Teradata Marketing Applications, and Direct Marketing News Editor-in-Chief Ginger Conlon as they discuss how to use data-driven marketing to uncover and apply individual insights. You’ll learn how to:

• Put a strategic plan in place to harness the benefits of data-driven marketing
• Shift your team’s thinking to be data- and customer-centric
• Get buy-in from the various teams involved and build collaboration
• Set measures to track the success of your data-driven marketing initiatives
• Determine the right technology to support your data-driven marketing efforts

Featured Speakers:

Michael E. Gazala, VP, Research Director, Forrester Research Inc.

Before rejoining Forrester in 2014, Michael was president of WGSN, the world’s leading trend forecaster for the fashion, style, and design industries. Previously, he was North America CEO for Lightspeed Research, a provider of global online panels and consumer research. Before that, Michael was with Forrester for almost 10 years, where he held a number of roles within research, ultimately culminating in running the data business, which incorporated all of Forrester’s large-scale quantitative research designed to understand how consumers consider, purchase, and use technology products and services. Earlier in his career, Michael worked at State Street Boston, Northwest Airlines, and Morgan Stanley.

Michael has a master’s degree in business from The Darden School at the University of Virginia, and a Bachelor of Science and Foreign Service from Georgetown University.


Jenne Barbour, Marketing Strategy, Teradata Marketing Applications

Jenne leads marketing strategy for Teradata Marketing Applications. One of Direct Marketing News’ 40 Under 40 for 2014, she drives evangelism of individualized insights. Her background is in data-driven marketing, customer engagement, loyalty marketing, CRM, and social marketing, with focuses on retail, complex system integrations, and making customer relationships more profitable. Jenne has helped Hertz, 7-Eleven, JCPenney, and American Eagle Outfitters drive customer loyalty and retention, and create more engaging digital customer experiences. She likes digging into big problems – and big data – to find big solutions, and is passionate about bringing brands and customers closer together.


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