Track 4 - Customer-First Extreme Personalization: AI & Machine Learning

Powerful Personalization: How Shinola and Others Provide Value and Avoid “Creepy”

Monday October 9th • 11:00 am - 12:00 pm Sponsored By
How can you use customer data to deliver uniquely powerful personalization while avoiding the dangers of alienating those suspicious of how marketers use their data? Join DMA Hall of Famer Ernan Roman, president of ERDM Corp., as he shares new voice-of-customer (VoC) research findings regarding expectations for true personalization and the need to evolve from implicit information to explicit preference-driven human data. Learn the breakthrough personalization strategies used by brands like Shinola and others.

Key learnings the session will provide;
  • Learn the Reciprocity of Value Equation for earning deep customer data in exchange for true personalization
  • Powerful new personalization and persona strategies
  • Shinola’s strategies for deepening loyalty and retention through authentic and effective personalization.


PLUS: Spotlight on Oracle

Attendees of this session will also hear opening remarks from Oracle Data Cloud, the presenting sponsor of &THEN’s Personalization track, on people-based marketing. People-based marketing is the gold standard for marketers. It's connecting the right people at the right time, to the right message, through the appropriate channels and devices. This one-on-one strategy offers greater assurance that your message is reaching your customer and driving measurable results. Yet only 7 percent of marketers today are delivering real-time, data-driven, omnichannel experiences through all touchpoints. Where are marketers falling short?

Whether you’re one of the 93 percent working out the kinks, or even part of the 7 percent delivering a seamless customer experience, this presentation is for you. Join Jen McIsaac of Oracle Data Cloud as he walks through the steps it takes to accomplish all levels of people-based maturity by unlocking the right data, creating effective media and data strategies and achieving data independence.

Speaker: Jen McIsaac, VP, Retail Partnerships, Oracle Data Cloud

Who should attend? Retailers, brand marketers, brand merchandisers, e-commerce specialists and partners responsible for personalization and optimization of the customer journey.