Personalization Without Compromise: Exploring Wunderkind’s Role in the Future of Marketing

As marketing, and the technologies powering it, are becoming increasingly complex, brands that are striving to connect with customers on a deeper level must navigate emerging challenges like anonymous website traffic and fragmented data. To stand out, companies must embrace advancements that enhance personalization and drive loyalty without compromising privacy.

Enter Wunderkind, a respected partner in identity resolution and performance marketing, which helps brands unlock the full potential of their customer data while ensuring compliance with privacy standards.

In this edition of Loyalty Live, Mark Johnson of Loyalty360 sits down with Tim Glomb, Vice President of Digital Content, Product Marketing, and AI at Wunderkind. Together, they explore the transformative power of AI and identity resolution in driving customer loyalty and revenue. From the nuances of privacy-compliant data usage to the future of autonomous marketing, Tim offers invaluable insights into how brands can forge meaningful connections with their customers in 2025 and beyond.




Mark Johnson: First off, for those who may not know you, could you share a bit about yourself, your current role at Wunderkind, and your background?

Tim Glomb: I’m VP of Digital Content, Product Marketing, and AI at Wunderkind, which is an identity resolution and performance marketing solution. I’ve been on the technological side of MarTech for about the last 10 years and spent nearly 20 years prior to that on the brand side in B2C. So, I’ve got experience on both sides, working with various brands across different verticals and markets, from Mark Cuban companies to private equity-owned sports companies.

M. J.: For those unfamiliar with Wunderkind, could you explain what you do, the industries you serve, and any new product enhancements you’re rolling out?

T. G.: At the core, Wunderkind is a performance marketing engine that becomes a new revenue channel for brands. We specialize in identity resolution, tracking about nine billion consumer devices across laptops, phones, and more. We’ve got about a billion opted-in consumers and oversee over two trillion digital events annually. This allows us to understand who is visiting a brand’s website—even when that traffic is anonymous. Most brands have over 95% anonymous traffic, even from repeat or loyal customers due to cookies expiring or users being logged out. We stitch that data together and trigger the best messages through a brand’s MarTech stack—email, SMS, app notifications, etc.

M.J.: Identity resolution is a powerful and growing concept. Can you explain how it works from a high level and the benefits it brings to customer loyalty strategies?

T.G.: Let’s say you’re booking a car on a travel site—maybe you’re a loyalty member, maybe you’re not. If you’re just browsing, the brand might not know who you are, even if you’re a member. In a nanosecond, we can identify that user and match them to their loyalty rewards program. We stitch together devices, emails, and mobile numbers, so even if you’re using a new device, Wunderkind can still recognize you. This enables brands to personalize the web experience and send the most optimized offers. Using AI and our vast data set, we understand the best way to get someone to convert, whether through discounts, loyalty points, or other personalized offers.

M.J.: You mentioned privacy compliance. How do you ensure that data is used responsibly while still benefiting brands?

T.G.: Privacy compliance is key. We don’t store first-party or zero-party data—we activate the data our clients already have. For example, if Brand X has a million opted-in customers, we integrate with their database and use hashed IDs and other privacy-compliant methods. We also go beyond cookies, using server-side technology to understand consumer behavior. While we provide insights and recommendations, we don’t share individual consumer details. Instead, we use AI to determine the best offers for each individual based on their behavior and the brand’s business rules.

M.J.: How can brands use intent signals like browsing, clicks, and abandonment rates to better target opportunities?

T.G.: Many brands rely on CDPs or ESPs to analyze data like open and click rates. What we do differently is integrate across all data sources—CDPs, ESPs, etc.—to get a full picture of consumer behavior. Our tracking technology extends beyond a brand’s own website to understand behavior across a network of advertisers and publishers. This allows us to identify opportunities and send highly personalized offers, often increasing the volume and efficacy of outreach.

M.J.: Are there any best practices for personalized messaging that brands should follow?

T.G.: Absolutely. We just launched our annual Consumer Insights Report, which covers the US, UK, and Australia. A key finding: free and expedited shipping is the most effective loyalty driver across all demographics. Email remains the preferred channel for offers. Brands should also focus on building trust and loyalty to compete with marketplaces like Amazon, which consumers often find more trustworthy. These insights and more are available in our report.

M.J.: How is marketing technology evolving, and what advice do you have for brands looking to enhance their tech stack?

T.G.: AI is transforming everything. It’s allowing machines to make real-time decisions that humans can’t scale. At Wunderkind, we’re focused on outcome-driven solutions rather than just selling software. We guarantee revenue results, so brands don’t have to worry about implementation or training. This shift toward autonomous marketing will free up marketers to focus on creative and strategic work.

M.J.: What trends did you observe during Black Friday and Cyber Monday, and how can brands use that data to improve loyalty strategies?

T.G.: Urgency is key during the holiday season. Consumers respond to deadlines like shipping cutoffs or end-of-day deals. We also found that loyalty points are increasingly being used for holiday shopping, with many consumers redeeming rewards for gifts. Brands should encourage point accumulation before the holidays and upsell during the season when consumers are more likely to add additional items to their carts.

M.J.: Looking ahead to 2025, how do you see AI impacting customer loyalty and revenue generation?

T.G.: AI will continue to drive personalization at scale. It’s not just about adding AI features; it’s about making decisions based on data to optimize revenue and customer engagement. Campaign-less strategies, where AI tailors interactions for each individual, will become the norm. Brands should focus on partners that deliver measurable outcomes rather than superficial AI enhancements.

M.J.: Any final thoughts or insights for 2025?

T.G.: At Wunderkind, we’re doubling down on autonomous marketing, allowing machines to handle data-driven decisions while marketers focus on creativity and brand-building. AI will continue to evolve, giving marketers more time to focus on what truly matters—both professionally and personally.

M.J.: Tim, thank you for sharing your insights. It’s been a pleasure speaking with you. We look forward to seeing how Wunderkind evolves in 2025.
 

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