Solutions Strategist, Marketing Applications, Teradata
Winning ways: Barbour knows that personal data is the way to a customer’s heart. She’s on a mission to inform marketers how customer data builds loyalty. She says it’s data that allows marketers to find meaningful insights about their customers; and that information enables brands to develop personalized campaigns that promote loyalty. For the past decade, Barbour has worked to launch and reimagine loyalty programs for several major brands. Among them is 7-Eleven, with its Digital Guest Experience program that promotes customer loyalty through targeted digital promotions, coupons, payments, and rewards. Barbour has also helped to transform the loyalty programs of JC Penny—which drove millions of dollars in incremental revenue with its rewards program—and rental car company Hertz, with its data-driven, real-time loyalty program that does everything from providing customized receipts to sending reminders that a driver’s license is set to expire.
Defining moment: “Surviving the dot-com bubble burst in the early 2000s. For me, the burst encouraged me to return to a more traditional view of marketing and allowed me to get re-grounded. But my love of technology gave me the ability to slingshot past what our predecessors had done [in marketing] for years. That’s when I really understood that you could use technology to drive a deeper, better customer experience.”
Words to live by: “You must concentrate upon and consecrate yourself wholly to each day, as though a fire were raging in your hair.”—Taisen Deshimaru, Buddhist teacher
Head swivel: “For such a long time data has been siloed between departments and platforms. Love the trend that information is being leveraged and shared. By bringing all of that together, you have a more insightful, deeper understanding of the customer. Then you’ll be able to better serve that customer.”
Good advice: Figure out what it is that you love.
First job: “Cleaning my dad’s office. It taught me the value of hard work and to appreciate even the small things.”
On your nightstand: Carry On, Warrior: Thoughts on Life Unarmed by Glennon Doyle Melton
Favorite mobile app: Facebook, so that I can interact with my family and friends. Twitter for professional use.
Click or tap here to read the stories behind the successes of the other Direct Marketing News 2014 40 Under 40 winners.