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Yan Côté is Director of Consumer Marketing for ExxonMobil and will be presenting at the upcoming Loyalty Expo in Charlotte.
Côté’s talk will be on “Fueling Meaningful Data: How ExxonMobil Uses Loyalty to Understand its Customers.” It will begin at 9:40 a.m. on Tuesday, October 26.
ExxonMobil has more than 11,500 fuel and convenience stations nationwide. One of the challenges Côté has learned to overcome over the years is applying the data they receive from consumers and distilling it in a way that gives them something they can work with to be more effective with their customers.
In this presentation, Côté will discuss how brands can focus on the “critical few things” that that are needle movers with consumers. He will also emphasize the importance of building a proper loyalty foundation, which starts with first getting your “story” in place and then adding layers on top of it in terms of how to harness more of the available data.
Key takeaways from this presentation include:
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