Summary

Keri Lawrence, CEO of Decile, discusses the importance of leveraging customer data for personalized marketing campaigns. She highlights the platform's focus on first-party customer data and advanced analytics. With the impending demise of cookies, Decile is well-positioned to navigate the shift towards identity-based marketing. Lawrence emphasizes the need for personalization to reflect the merchant's voice and ensure an equal value exchange with customers. The platform enables data enrichment and the creation of highly customized and valuable audience segments. Lawrence advises marketers to focus on high-value customers and retention strategies. She also discusses future trends such as sustainability, customized loyalty programs, and the use of generative AI.

Takeaways

• Decile helps marketers leverage first-party customer data for personalized marketing campaigns.
• The platform is well-positioned for the shift towards identity-based marketing with the decline of cookies.
• Personalization should reflect the merchant's voice and provide an equal value exchange with customers.
• Data enrichment and customized audience segments are key to effective marketing.

Chapters

00:00
Introduction and Background

00:56
Overview of the Platform

03:17
Ensuring Personalization Reflects the Merchant's Voice

04:15
Creating Personalized Marketing Messages

05:14
Data Enrichment and Customized Audiences

06:10
Targeting Beyond Average Order Value

07:27
Focusing on High-Value Customers

08:20
Importance of Resolving Data and In-Store Purchases

09:17
Predictive Analytics for Customer Value

10:38
The Next Big Trends in Marketing

11:24
Ensuring Accuracy of Predictive Models

12:21
Data Enrichment and Enhanced Insights

13:38
Focus on D2C Brands

14:07
Future Trends: Sustainability and Customized Loyalty Programs

15:02
Generative AI and Data Privacy Regulation

15:31
Challenges with Chatbots and Brand Reputation

19:10
Shameless Plug