The Personalization Strategy Behind Starbucks Relationship Marketing Efforts

Presented by

Barbara Spiering, vp Marketing Technology and QOPS, Starbucks Technology; Tim Glomb, VP Content and Data, Cheetah Digital

About this talk

Starbucks has built an incredibly loyal customer base by taking a more human approach to its brand experience. Their relationship marketing strategy is rooted deeply in personalizing every touchpoint, and across all 4 stages of the relationship marketing cycle. With over 60% of all Starbucks orders being completely custom, they have mastered personalization at scale and customer engagement both in-store and online. Barbara Spiering explains why your brand’s purpose must be driven by both the head and the heart, and why your technology should be seen simply as a tool that helps make every interaction with your audience more human. She’ll also discuss how important it is to personalize everything you do, and how critical clean data and a strong platform are to executing successfully. We also discuss the importance of zero-party data, privacy and the future of women in technology.

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Cheetah Digital is a cross-channel customer engagement solution provider for the modern marketer. The Cheetah Digital Customer Engagement Suite enables marketers to create personalized experiences, cross-channel messaging, and loyalty strategies, underpinned by an engagement data platform that can scale to meet the changing demands of today's consumer. Many of the world’s best brands, including American Express, Hilton, American Airlines, and The North Face trust Cheetah Digital to help them drive revenue, build lasting customer relationships, and deliver a unique value exchange throughout the entire customer lifecycle. To learn more, visit