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Facilitator

Christine Hade Omni Channel Brand Marketing & Innovation Executive

22 Panelists

Points earned in last 30 days
Michael Abata Cultural & Consumer Futurist | Brand Mktg Leader @Target Past 30 days points: 539
Tom Murray Managing Director, Agency Past 30 days points: 259
Anvesha Poswalia Marketer | Digital & Brand Strategist | Top 50 Digital Leaders India CMO Asia | Adobe Digi100 Past 30 days points: 222
Matt Owens Director, Client Services at Stylus Innovation + Advisory Past 30 days points: 188
Laureen Schroeder Chief Marketing Officer Past 30 days points: 139
Kyrsten Musich Global growth strategy, brand and customer experience Past 30 days points: 99
Justin Clutter Analytics Manager at Monkedia Past 30 days points: 95
Jennifer Degtjarewsky Chief Brand + Product Development Officer | Principal at Media Lab One, LLC Past 30 days points: 85
Lillie Beiting Director of Data at The Impact Partnership, CMO Adder Mobile Past 30 days points: 62
Ann Hoeger CSO Past 30 days points: 57
Graham Robertson Brand Advisor, CMO Past 30 days points: 55
Nayyara Rahman Data Driven MARCOM Manager; Ethics At Work Advocate Past 30 days points: 53
David Audley Senior Level Marketing, Sales, and Business Development Executive Past 30 days points: 4
Sarah Moreau PR & Content Director Past 30 days points: 4
Jason Kramer CEO at Cultivize | Lead Nurturing & Automated Marketing Strategist Past 30 days points: 2
Michael Margolies Advertising, Digital Marketing, MarCom, eCommerce, PR, Creative Production, Commercial Photography, Marketing Executive
Paul Kadin Senior Advisor
Joe DeBelle Strategic Marketer | Go-To-Market Plans | Leader | Teamwork! | Digital Marketing | Demand Generation | Voice of Customer
Paul Stoddart Vice President and Partner, IBM Digital Practice at IBM
Nick Wassenberg Director, Global Marketing - Digital River
Karen Starns CMO | Brand | Customer Experience | Market Research | Advertising | Creative | Performance Marketing
Adam New-Waterson VP Marketing
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The Sprinklr CMO Advisory Board: Defining the Future of Marketing

December 14, 2018 to present

Marketing is now the most distinguishing, critical function for business. Today, marketing is responsible for building relationships with a company’s ... See more

Members: 22
Followers: 286

Executive Summary

Personalization is becoming a more important driver for creating compelling brand experiences

  • Understanding personas & behavior can drive better, more personalized experiences
  • Personalization should relevant and tailored to the channel
  • Over-personalization can be creepy
THEME #2
January 25, 2019 to February 08, 2019
  • keyboard_arrow_down Personalization How To's

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    Personalization must be value-additive, either creating a feeling of genuine connection or making product/solution offerings more relevant. Personalization for its own sake - particularly in low-touch, commoditized businesses - may not bear fruit, and over-personalization can be counter-productive.

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    By: Paul Belle Isle

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    CRM data is available through retail, events, promotions etc. Facebook, Google etc create audiences through email id’s/phone numbers and target with a customized message. Lookalike audiences can be created for acquisition. Building custom audiences through available data results in high conversion.

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    By: Anvesha Poswalia

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    We're evaluating every touch point for potential to add value. In direct, show how much their home is worth, the equity & rate. For retargeting, focus on the product/need. In email, on their want/need. These take time to set up, but once live, the cost is relatively small & delivers a revenue boost.

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    By: Wendy Harrington

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    Personalization activities need to build relevance in order for it to be efficient. The data points used to personalize have to bring about the triggers for conversion or action. Connecting the data points in line with the consumer journey is what we should do when personalizing activities.

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    By: Roshan Nandwani

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    As a marketer, you will need to:
    1) Know your consumer and build a unified profile of them
    2) Develop a personalization strategy in your marketing plan
    3) Deliver highly personalized content, offers, and recommendations at the right time in their buying decision making process.

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    By: Laureen Schroeder

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    Social media you can get targeted ads, but you're fairly limited on social as to the extent of personalization options compared to many Digital Experience Platforms. SItecore can deliver an entirely custom web experience to website users as can Adobe Target and with AEM.

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    By: Alex Dorward

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    An important lesson learnt : any touchpoint should not behave like it knows it all, or i-know-you-more-than-you-are-comfortable-with, and leave room for the user to explore and decide their options.

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    By: Anvesha Poswalia

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    Influencers have a style of communication that their listeners relate to - why they keep coming back. Good influencers want to educate & help their audience - so personalized responses are happening & expected! The secret weapon is a great influencer who is personable and responsive to their target.

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    By: Laureen Schroeder

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    One DTC hair care company, Function of Beauty, uses proprietary algorithms developed by MIT to produce personalized hair care products tailored to the consumer's unique hair profile and hair goals. The point of difference of this brand is all about personalization.
    https://www.functionofbeauty.com

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    By: Laureen Schroeder

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    Some communication elements can be tailored with less expense. Promotional pricing can be used electronically via dynamic or algorithmic pricing, coupons or discounts. You can't personalize every element of the marketing mix and be efficient - but you can test.

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    By: Sam Araji

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    The key to ROI is relevance and then relevance at a specific time and situation.

    By: John Kornitsky

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    First, come up with personas - types of people that visit your site or types of clients. Second, define how your site will be different based on the personas (more relevant products, blog posts, (IA), site flow, etc). Third, define how a persona will be assigned.

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    By: Alex Dorward

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    One interesting way of personalizing the communication and aligning resources accordingly is predictive lead scoring. This helps assign a score to the lead through attributes and signals, and you can personalize your offers and also align your CRM resources accordingly.

    By: Anvesha Poswalia

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    Your communication should be anchored to the definition of product and the relevant target. Social is just one channel - It's easier and available compared to traditional mediums - but still needs to be relevant for the consumer in context of their needs and how your product/service resolves that.

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    By: Abbas Ravat

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    Millennials are notorious for ignoring phone calls and opting out of e-mails, so text messaging is an obvious solution. 80% of millennials are waiting for when they can text a brand’s 1-800 number, versus calling. This would make customer happy ands ave the business money in terms of support costs.

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    By: Laureen Schroeder

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    Google introduced a simple solution for personalizing search results called “Dynamic Search Ads” -- the system dynamically crawls your website content to match it to the search queries and display relevant results. Also called keywordless ads, you don't need to put keywords, only category pages.

    Edited

    By: Anvesha Poswalia