DMA: Data and Marketing Association
Consumer Help

Road to Personalization – Importance of Data Refinement for Complete Personalization


Modern consumers have no patience for irrelevant messages. Yet, most personalization efforts are based on SKU level data, black-box software, and limited user data, resulting in not-so-impressive results. This session is about a holistic approach to personalization, covering the subjects of data alignment, model-based personas, limitations of simple segmentation, data atrophy, and other non-data elements for constant personalization through all channels.

Personalization must be about the person, not about channel, product, or division. 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.

This session will cover:

  • How to transform product- or channel-centric data into descriptors of target individuals (and why such transformation is necessary in the age of Big Data)
  • How to overcome limitations of hotline data and traditional segmentation, which is only one-dimensional
  • How to create data and analytics road map for more holistic personalization
  • How to develop multi-dimensional personas for everyone in the target universe
  • Other non-data or analytics elements to consider for automation of proven processes.

Participants will learn about a holistic approach to achieve complete personalization and discover the value of data transformation and statistical modeling in customizing messages through all relevant channels.



Stephen H. Yu

Practice Head, Advanced Analytics & Insights

Stephen H. Yu is Practice Head, Advanced Analytics & Insights for eClerx. He is a world-class database marketer with a proven track record in comprehensive strategic planning and complete tactical execution, from data modeling to targeting and personalization based on advanced analytics.

With a balanced view obtained from 30 years of experience in best practices of database marketing, Stephen effectively bridges the gap between the marketing and technology world. His extensive consulting assignments have included major financial institutions, service providers, telecommunication and utility companies, publishers, multi-channel retailers and non-profit organizations, for both B-to-C and B-to-B applications. He is an active speaker in conference circuits and a regular contributor of articles in industry publications.

Previous to eClerx, he served as VP, Data Strategy & Analytics at Infogroup, and he was the founding CTO of I-Behavior Inc., a premiere co-op database company that pioneered behavioral targeting based on SKU-level transaction data.

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  • DMA Analytics Community. DMA members who sign-up for this webinar will automatically be included in this Community to stay informed of future calls.


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