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Susan Boland

Senior Vice President, Strategy
Susan Boland

As a 20+ year veteran of integrated marketing strategy, Susan’s passion centers around building consumer-centric organizations and leading teams in all facets of omni-channel marketing. Susan began her career in direct marketing, developing acquisition, retention, and loyalty programs for leading brands across the retail, CPG, and Telecom sectors. Susan has been on the forefront of digital, launching the first generation ecommerce sites for L.L.Bean and The Neiman Marcus Group and developing omni-channel marketing programs for clients across the Retail (Best Buy, Saks Fifth Avenue), CPG (Unilever, Nestle Waters, J&J), Financial Services (Citibank, US Bank), Hospitality (Marriott, Hilton), Telecom (AT&T, TWC), and Consumer Electronics (LGE) sectors. 

Susan holds a BA in Communications from the University of Pennsylvania and an MBA in Marketing from Georgetown University.  

Susan's Articles, Blog Posts, Webinars and More

Personalization Just Got More Personal

There was a time that personalization was more of an aspiration than a reality. Most retailers didn’t have the data, business processes or tools to deliver a personalized shopping experience. Personalization was largely site-based and, in its simplest form, leveraged customer demographics and purchase history to inform the next purchase.

In earlier stages, personalization was often mistaken for different advances in customization or segmentation. As personalization matures, so have its applications across the marketing ecosystem. Advanced-level data sources, including third-party data, have enhanced retailers’ ability to deliver personalized messages. Tools and algorithms have also evolved to enable a more progressed form of personalization across search, display, email, site, mobile and paid social.

Yet, for all these advances, the human element is still missing.