Proper personalization is possible only when data management, analytics, content management, and content delivery techniques work together seamlessly. Too often, marketers rely on software solutions only using SKU level data that are not suitable for customized messaging. Personalization must be about the person, and data players should transform all types of data - old and new - to describe the target first, instead of just reacting to hotline data on a product or channel level. The ultimate goal should be personalizing every message for everyone through every channel, instead of reacting to real-time data only for a fraction of the audience.
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Stephen H. Yu
Associate Principal, Analytics & Insights Practice Lead
Stephen H. Yu is a world-class database marketer with proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from over 28 years of experience in best practices of database marketing.
Currently he is Associate Principal, Analytics & Insights Practice Lead for eClerx. He served as VP, Data Strategy & Analytics at Infogroup, and previously he was the founding CTO of I-Behavior Inc.