Andrew Locke, Director of Strategy & Data, Response Labs
A presentation/workshop that walks through the steps email marketers can take to make their customer data work for them. Participants will learn how to segment their customers—no matter the volume—by way of three sub-groups: value-tiers based on business-driven measures; behavioral clusters; and triggers at key moments in the customer's journey. The output is an email messaging strategy of unique customer segments, each with their own goals, objectives and KPIs. Gone are the days of measuring success by tactic. This presentation will focus on measuring success by customer segment action—did they do what you wanted them to do?