Session Recap

Personalization: For Web and Beyond

October 22, 2020 — Our virtual session featured a discussion with martech leaders, Faylene Bell of NVIDIA, Marissa Eddings of 7-Eleven, and Maxine Eiland of SailPoint, on how to assign web visitors to audience segments, templatize email personalization modules, and use data to drive the experience.

Featured Experts

Faylene Bell

Faylene Bell

Director of Digital Marketing Platform Operations


Marissa Eddings

Marissa Eddings

Director of Digital Content Publishing
and In-House Creative


Maxine Eiland

Maxine Eiland

Senior Director of Digital Marketing and Web


This Time, It’s Personal: Framework for Multi-Channel Personalization

The title of this session, “Personalization: For Web and Beyond,” sums up the framework of the discussion. Here’s how we look at personalization across all touch points in a customer journey:

Four Critical Factors of Effective Personalization

Strategy: Well-Grounded and Well-Fitted

Activation: Enabling the Full Stack

Data: Actionable Data Signals

Process: Continuous Advancement

The following elements will continue to build throughout the process of implementing and optimizing your personalization strategy:

Discussion and Takeaways: Advice From Our Experts

Each expert demonstrated the ways they’ve led personalization efforts at their organizations. Here’s how they summed up their advice on accomplishing effective B2B and B2C personalization:

Eiland: If you’re brand new to the personalization world and you’re just getting started, get scrappy. Test and try. Start with simple A/B testing to see if engagement has increased from it, and then iterate from there.

Eddings: Involve all key stakeholders and teams as early as possible to understand what dependencies exist in the gap and to get a full view of the entire landscape.

Bell: Make sure data governance is part of the process — be mindful of the data flowing in and out of your systems in order to ensure the optimal foundation for web personalization.

Watch the Recording

For more insights and takeaways from the session, watch the full recording here:

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