January 2023

January 2023

Monday January 30, 2023

Road to Holistic Personalization
Customer-Centric Approach and Personas



Stephen H. Yu, President and Chief Consultant

Willow Data Strategy, LLC


Key Takeaways:

  • Future of 1-to-1 marketing and personalization
  • How to become more customer-centric without being overly invasive
  • 4 pillars of holistic personalization, and why most marketers fail
  • Where to begin the complex journey towards holistic personalization
  • Using “Personas” for intimate and yet innocuous approaches through all channels
  • Structuring Customer Data Platform (CDP) for personalization and backend analyses

Speaker Bio:

Stephen H. Yu is President & Chief Consultant at Willow Data Strategy. He is a world-class database marketer with a proven track record in comprehensive strategic planning and complete tactical execution, from data modeling to targeting and personalization based on advanced analytics.

With a balanced view obtained from over 30 years of experience in best practices of database marketing, Stephen effectively bridges the gap between the marketing and technology world.  His extensive consulting assignments have included major financial institutions, service providers, telecommunication and utility companies, publishers, multi-channel retailers and non-profit organizations, for both B-to-C and B-to-B applications.  He is an active speaker in conference circuits and a regular contributor of articles in industry publications.

Previously, he served as Practice Head, Advanced Analytics & Insights for eClerx and as VP, Data Strategy & Analytics at Data Axle. Before that, he was the founding CTO of I-Behavior Inc., a premiere co-op database company that pioneered behavioral targeting based on SKU-level transaction data.