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Harnessing the power of Journey Analytics in B2B2C marketing

Ling Cui  (Head of Marketing Analytics, Research and Technology, Mass Mutual)

Location: Room 150A

Date: Tuesday, September 26

Time: 3:10 pm - 3:50 pm

Pass Type: Digital Pass, All Access Pass, Main Conference

Conference Theme: Marketing Analytics

Session Type: Session

Track: AI & Machine Learning

Vault Recording: TBD

Audience Level: Intermediate

90% of executives struggle with starting on CX improvements. For those who invested in journey technologies, 80% see business benefits from better CX. In this session we will explore a case study of how MassMutual leverages Journey Analytics capabilities to discover, quantify and improve consumer experience and the path toward advisor experience diagnostics and enhancement. We will also discuss learnings on Journey Analytics platform selection, implementation and value activation.


  • What is Journey Analytics, its value and key capabilities
  • The CX objectives for consumers and advisors as customers
  • Journey Analytics use cases
  • The role of journey orchestration and zero-party data collection in driving CX
  • Best practices to leverage journey analytics and drive success for your business.