Leah van Zelm joined Orlando-based Universal Parks & Resorts in 2018 to lead Analytics & Targeting in a newly created role reporting to the company’s global Chief Digital Officer. In this role, Leah’s responsible for data, analytics, orchestration and measurement to personalize customer interactions and optimize Universal investment throughout the guest decision journey.
Prior to joining Universal, Leah held roles at Merkle Inc, Charter Communications, and Accenture’s CRM Service Line.
Leah's Articles, Blog Posts, Webinars and More
How NBCUniversal Powers Individual Experiences with People-Based Data
Escalated by the recent pandemic, consumers demand valuable brand experiences that address their current needs (economic, geographic, and health factors).
What to Consider When Selecting a People-based Marketing Partner
Implementing people-based, marketing (PBM) requires a combination of business integration services providers, solution providers, and agencies/marketing services providers.
Topics:
Customer Strategy
Research Supports a Shift to Customer Centricity for Companies to Increase Market Share
Brands are continuing to focus on customer centricity and the strategies to gain share in the market. Whether it is organizing data around customers, anticipating the customer journey, or implementing addressability at scale, putting the customer first is an integral function for future growth.
Topics:
Customer Strategy
How to Maximize Lifetime Value through People-Based Marketing
PBM is a necessity for companies that want to execute the full potential of CRM in the digital age – integrating more data, drawing deeper insights, and delivering increasingly complex customer journeys across channels.
Topics:
Customer Strategy
Use of Segmentation for Financial Marketers
Segmentation involves aggregating consumers into groups that will make decisions and react to marketing stimuli similarly, which can help bolster the planning and execution of addressable experiences.
Topics:
Financial Services
Conversations Quickly Eradicating Campaigns – What’s Your Secret Weapon?
The days of traditional marketing campaigns are ending. Businesses can no longer rely on time-bound, channel-specific, outbound communications.
