Mastering Audiences to Deliver Personalized Experiences
Original Presentation Date
Oct. 11, 2018
Understanding the differences between managing and mastering audiences
Discovering a path to achieve audience mastery
Uncover best practices and lessons learned on how to apply audience mastery in your organization
Today’s customer expects meaningful, tailored experiences across all channels. With only 15% of marketers claiming they can consistently recognize audiences across channels, this demonstrates that the tools exist, but the processes and practices are not in place.
It all starts with putting your audiences at the center of your strategy and holding one single source of segmentation across all channels. Join Merkle’s Steve Riegel, as he explores the importance of mastering your audiences and how to better leverage intelligence and technology to develop high-performing experiences.
Hyper-Personalization: The Role of Data and Technology
Hyper-personalization is increasingly becoming the success formula behind one-to-one campaigns. This makes targeting much more precise with the help of hundreds and thousands of customer attributes and behavior signals collected from a variety of sources (offline and online) almost in a real-time manner. Sajith Thayappalli, Senior Director, Marketing Technology, Merkle helps to familiarize this concept and explain how data and technology tools together help the implementation of such targeting models.