The Personalization Imperative

Moving from Segmentation to Individualization

Date: Thursday, April 30
Time: 10:00 am PDT

The Value of Relevancy

High consumer expectations present a huge challenge for marketers and digital professionals, who are trying to expand their brand presence and connect with customers. Success in this new reality hinges on the ability to create relevance and value along the entire path to purchase – in other words, personalized experiences.

Join Forrester's Brendan Witcher and Formation's Christian Selchau-Hansen as they discuss how to achieve the levels of personalization customers are seeking. They will discuss how marketers must look to go beyond the traditional approaches of segmenting customers into groups and focus on using customer profile data to drive strategic, targeted, and individualized experiences for each customer.

Christian Selchau-Hansen is the CEO and co-founder of Formation, an enterprise software company that automates offer development and execution, enabling marketing teams to be more efficient and effective in engaging and retaining customers. A 20-year tech veteran, Christian has helped develop new products and drive growth at companies like Square and Zynga.

Brendan serves digital business strategy professionals and is an expert on consumer behavior and technology trends in the commerce engagement space. He is also a noted authority on market developments and vendors that help deliver today's leading strategies and tactics in digital excellence.