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Customer Expo 2019 will feature a session with Elizabeth Fettes, Head of Marketing & Brand Strategy for Premier Worldwide Marketing (the exclusive worldwide sales and marketing representatives for Karisma Hotels & Resorts), and Pamela Erlichman, Chief Marketing Officer for Jebbit. The duo will discuss Karisma’s data transformation, with a special attention paid to the value of declared data for brands looking to better understand their customers’ expectations and behaviors.
At Loyalty360, we’re always in conversation with leading loyalty marketers, and we’ve yet to hear about a brand that faces no challenge with data and analytics. Some have stated their companies could use more data to better understand their customers, while many more have said they have so much data that it’s difficult to get a clear view of the customer. Then, there’s the matter of complying with new regulations.
Jill Feldman, Vice President of Marketing and Brand Strategy for Famous Footwear, told Loyalty360 that her brand is paying close attention to regulations, and that it’s forced the company to consider its practices. “It’s certainly something that’s top-of-mind for us, when we think about how we’re collecting and using data,” she said. “It’s something that we need to put more rigor into, especially with CCPA. We have paid attention to GDPR, of course. It hasn’t affected us as much as some other companies that have more of an international presence, but it’s definitely a priority for us.”
Others have suggested that challenges with data will prove never-ending. Eric Dean, Senior Director of Marketing Partnerships for Home Chef, noted, “The challenge will continue to evolve with the ever-changing landscape of technology and keeping a finger on the pulse of the customers. We’re proud to be on the forefront of technology innovation in the grocery and meal kit industry. We have experienced tremendous growth and that means additional interactions with new and current customers. Through it all, we’ve had to be thoughtful and continually focused on maintaining our high level of customer satisfaction.”
Joe Grusman, General Manager of Ecommerce Marketing at Zappos, echoed Dean’s optimism. He believes there’s a huge opportunity for growth when brands properly leverage data and analytics. He said, “Marketing is ultimately rooted in data, and Zappos’ analytics teams are world-class, so we can sense and respond to customer trends fairly quickly. Over the last 18 months, I’d say things have only become more optimized.”
The right data strategy can make or break a brand’s loyalty initiatives. As such, we’re excited to attend Fettes and Erlichman’s presentation at Customer Expo 2019. It should have some excellent insights.
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