In a world where 72% of consumers so they only engage with marketing messages that are personalized to their interests (SmarterHQ), marketers need to get smarter at both collecting data about our customers and parsing insights from that data. In this hands-on workshop, Zontee Hou (director of strategy for Convince & Convert) will share frameworks from her forthcoming book and break down the steps needed to transform your marketing machine into a customer-centric engine. We'll explore case studies from a variety of industries, and we'll look at how behavioral psychology should inform data by keeping your strategy customer-centric.

Takeaway

• How to collect personalization data that resonates with customers
• How to set up data systems that are resilient and future-looking
• How to use data to improve content
• How to create more seamless omnichannel experiences