Content Type
46 minutes
English with English subtitles

Conditional Love: The Relationship Between Data and Personalization that Keeps Customers Faithful

Speaker: Brendan Witcher, VP, Principal Analyst, Forrester


Not only are 58% of consumers in Europe happy to pay more to purchase from their favored brands - merely a third (33%) are not loyal to any particular brands. But what makes them loyal?

Digital marketing pros are waking up to the fact that digitally-savvy, channel-agnostic consumers no longer choose who they buy from because of the products and services a company offers, but rather give loyalty to those that deliver the "assortment of conditions" under which the individual wants to buy.

In this session, we'll reveal how value exchange and real time engagement creates perceivable value and relevancy to each consumer’s buying journey through personalization.

Forrester VP/Principal Analyst, Brendan Witcher, will reveal:


  • What makes customers choose who they do business with (really!)
  • How a model for deep understanding of the customer is the only path to differentiated personalization
  • What approaches to personalization cause companies to achieve good, better, and best results
  • Why data and personalization are keys to unlocking potential of your loyalty programs and marketing 
  • Which companies are successfully using data and advanced levels of personalization to win customers today


And by understanding and knowing what the individual customer wants, we're able to get to a better level of personalization and can create rich, relevant, value added experiences for that customer. 

Brendan Witcher

VP, Principal Analyst, Forrester

  Signals22OD: Video Forrester Witcher- Personalization ENGLISH VIDWILTCHERFORR22EN

ESPs and CDPs Collided - Now What?

Speaker: Chris Marriott, President & Founder, Email Connect


As the marketing technology landscape becomes more crowded than ever, some confusion has arisen between the acronyms that make up this field. Join Chris Marriott, President and Founder of Email Connect LLC and Marigold's Bryan Finfrock as they discuss the key overlaps between ESPs and CDPs, how we should rethink the ESP landscape and whether or not you need both platforms.