Mass Personalization and What it Means for Mobile Marketing

This discussion will revolve around the idea of mass personalization, the effect it has on the modern consumer, and how to incorporate that into marketing strategies -- specifically on mobile. Marketing to large audience segments is a thing of the past. Marketers now have the ability to target individual segments within a larger audience. The session will show how methods such as push messaging, remarketing and advances in data science and technology allow marketers to create a more customer-centric approach in all their marketing tactics.

• Why should all marketers be focused on personalization?
• How do you personalize down to a 1:1 level, at scale?
• What mobile marketing strategies help achieve personalization, and what are the best practices?

Speakers:
Cathy Farr - Sr. Director, Mobile and Emerging Technologies - CNN
Edie Kirkman - Director of Mobile Solutions - IHG
Traci Schoenberg - Director, Mobile - Cox Media Group
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