In today’s attention economy, brands have a limited window to captivate and engage their customers. With businesses increasingly requesting customer data, it is crucial that organizations justify data collection by proving its value. Personalized rewards and marketing, leveraging customer data, provide tangible benefits for both enterprises and consumers and deepen brand relationships. Transparent communication about the benefits of data collection is essential for building trust and retaining customers.

However, determining the right level of personalization can be challenging, as segmentation requires significant effort. In this session, Jakub Krzakala, Global Loyalty Growth Lead at Shell, will join us to discuss the complexities of customer data segmentation for personalization. We will explore effective strategies for engaging customers and building trust, ultimately driving retention in the competitive attention economy.

Attendees to this session will learn:

• Deciphering segmentation for personalization: Understand the challenges of data segmentation for personalization and learn how to determine the appropriate depth for effective customer engagement.
• Building trust through transparent communication: Discover strategies for transparently communicating the benefits of customer data collection, fostering trust, and increasing customers' willingness to share their data.
• Driving engagement in the attention economy: Learn how to use personalization to captivate and retain customers, enhancing engagement and loyalty in today's fast-paced attention economy.