04 Feb 2024
Creating Full Funnel Value: How Brands Can Utilise their Data to Personalise Content for Consumers
)
In a direct and insightful session, James Sharman and Ellie Webster from Haleon explored data-driven marketing strategies, focusing on the transformative power of personalisation in capturing the hearts and minds of consumers.
Key Insights:
- Consumer Expectations: Sharman and Webster highlighted the challenge brands face in meeting consumer expectations for personalised experiences, despite the growing demand.
- Zero-Party Data Collection: The speakers shared Haleon's approach to collecting zero-party data through interactive tools, revealing insights crucial for tailored communications.
- Value Exchanges: Haleon's innovative value exchanges, like a pain management planner, showcase the power of offering personalised recommendations in exchange for consumer data.
- Caution in Personalisation: While advocating for personalisation, caution was advised to prevent crossing boundaries and maintain consumer trust.
- Strategic Roadmap: The importance of having a roadmap, collaborating with privacy teams, stress testing value exchanges, and evolving based on key learnings was emphasised.
- Consumer-Centric Personalisation: Sharman and Webster stressed the need to focus personalisation efforts on delivering genuine value to consumers aligned with their needs and preferences.
🎧 Listen to the Full Session
In the data-driven landscape, these insights serve as a practical guide for brands aiming to leverage personalisation effectively across the entire customer journey.
Latest News
-
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Meet Carolyn Tang Kmet, a seasoned expert in eCommerce and digital marketing turned educator at Northwestern University, as she shares insights on personalisation, data-driven marketing, and building ... -
)
Exhibiting at this year’s eCommerce Expo and Technology for Marketing was Greg Landon, Head of Marketing at lead conversion platform Leadoo, who we sat down with to discuss the most exciting trends he ... -
)
Sam Heaton, CEO and Co-founder of direct mail platform Stannp.com to find out what valuable insights he gained from the shows and the major challenges eCommerce retailers will face ahead of peak shopp ... -
)
Tjeerd Brenninkmeijer, Executive Vice President EMEA and Brand & Communications at eCommerce experience platform Bloomreach runs us through the best piece of advice he’d give newcomers in the industry ... -
)
Ben Barnes, Director at search marketing agency Neural Edge discusses the top challenges online retailers face today and the hottest things taking place in eCommerce and marketing right now. -
)
It sounds so simple, but the biggest reason most B2B companies don’t see results from their marketing efforts is that they aren’t working to a clear strategy with objectives, the right budget, and a s ... -
)
Meet Zaria Parvez, the mastermind behind Duolingo's viral social media success, who grew their TikTok from 50K to over 11M followers. Discover how she transformed Duolingo into a social-first brand, c ... -
)
Integrating AI into Your Marketing the Smarter Way -
)
Meet Jamie Crummie, co-founder of Too Good to Go, the app tackling food waste and now serving over 100 million users globally. In this interview, Jamie shares his journey, challenges, and vision for a ... -
)
We spoke with Amie Lane, Senior Manager, Partner and Field Marketing at referral marketing platform Mention Me on what she’s looking forward to seeing at this year’s eCommerce Expo and Technology for ... -
)
Frank Brooks explains what’s exciting him most in eCommerce and marketing right now and the best advice he’d give to new professionals.
)
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
)
)
)
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
.svg){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
){kind=logo}
