Duration: 18:38

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Businesses know more about their customers than ever before and can access the data faster as well. In order to build a 360-degree view of these customers and transcend data silos, marketers need to build a holistic approach around “the customer” rather than any of the business touch points. And the science of data-driven marketing starts with the art of identifying the right metrics for a complete view of engagement, retention, and lifetime value. Cassie Lancellotti-Young of Sailthru and Ben Roberts of Acumen Brands will discuss which metrics and best practices matter for the 360-degree customers analytics as well as Acumen’s own insights and results. With Acumen's real world example of optimizing customer relationships, attendees will leave with a better understanding of the idea of situational analytics and the balance between short-term conversions and long-term business value. Results include more than 50% of Acumen's revenue driven via Sailthru’s behavioral approach to email, with peaks at 66%. Purchase conversion via personalized email has also increased by 20% while active users and engagement also experienced a lift across the board on the back of Acumen's omni-channel personalization strategy.

Speakers:
Dan Scholnick, General Partner, Trinity Ventures
Cassie Lancellotti-Young, VP Optimization and Analytics, Sailthru
Ben Roberts, VP of Marketing Operations, Acumen Brands