IMPACT16 to Feature Presentation on How Marketers Can Overcome Customer Expectation Gaps Through Personalization

A highlight of the Internet Marketing Association’s IMPACT16 event coming up in Las Vegas Sept. 19-20 will be a special session on “Personalization: The Consumer Expectation Gap & How Marketers Can Overcome It.”

Presenters will be Mary Hines, Managing Director of Benefits, New Product Development and Global Rewards for Citibank, and Ernan Roman, President of ERDM Corp. and author of “Voice of the Customer Marketing.” The session will take place on Tues., Sept. 20, at 10:40 a.m.

Customers, especially millennials, have increasing expectations about their experiences with brands and the extent of personalization within these interactions. Marketers need to approach their data strategies differently to meet these evolving expectations. This session will deliver a thought-provoking discussion of elevating the customer experience, personalization and achieving transformational innovation.

Research findings across the customer lifecycle will be shared to show the need for marketers to move toward “explicit preference data.” A case study will also be presented on Citibank’s ThankYou Rewards program that has over 23 million members globally. From marketing to rewards offers, the program is designed to enrich the customer experience and create a stronger connection between program members and the brand.

Key takeaways will include:

Seven critical points in the customer lifecycle to engage and provide value
How to use a reciprocity of value equation to share customer preferences
The power of explicit versus implicit data to drive personalization
Learning from Citi’s ThankYou program and the journey to enrich the member experience
Action items for achieving transformational personalization
“Personalization: The Consumer Expectation Gap & How Marketers Can Overcome It” is just one example of the opportunities to gain insights into the latest trends and best practices at IMPACT16. The event will feature additional panels, keynotes and breakout sessions including a Start-up Battlefield 3 and Women Leaders Group, with a welcome reception at the brand-new Skyfall Lounge at the Delano. In addition, IMA will present the IMPACT16 awards to those who exemplify best-in-class creativity, expertise and results achieved by the top practitioners of Internet marketing across every business segment.