Personal information provided by a customer to a business without requirement—think preference center or polls—is known as zero-party data. Customers, or even subscribers, who provide this information are typically doing so because of their comfort, trust and loyalty to a business, and to have their interactions with that business be personalized on their own terms. This panel discussion will touch on zero-party data compared to other forms of data collected and utilized for personalization in marketing;the role of customer loyalty in collecting zero-party data;customer expectations versus reality with personalization;and the real value to a business when using personalization in marketing. The session is presented by Response Labs, a digital marketing agency focused on improving and growing CRM and loyalty programs, and moderated by their Managing Director, Andy Locke.
SPEAKERS:
Andy Locke
Managing Director
Response Labs
April Falcon Doss
Executive Director, Georgetown Institute for Technology Law and Policy at Georgetown University Law Center
Jatinder Singh
Chief Data Officer at DDB
Kristin Regan
Vice President, Customer Experience at HMR Weight Management Services
Melanie Butler
Manager, Loyalty and CSM Strategy at Giant Food
HOSTED BY:
If you have questions about this session, please contact alocke@responselabs.com