In the competitive landscape of mass participation events, delivering a seamless and personalized customer experience is crucial. In this session, Charles Juba, Group Director of Digital & Tech at London Marathon, will share how data quality and customer insights can to drive hyper-personalization and enhance overall customer journeys.

Charles will discuss the key challenges of gathering and utilizing data effectively. He will outline the implementation of a data quality framework aimed at tackling fragmented and incomplete data, enabling a more comprehensive understanding of their customers. By enriching customer profiles through 1st party and third-party data strategies, the organization is working to create deeper insights that inform personalized interactions both online and offline.

The session will also explore how these insights are being used to design cohesive "phygital" (physical + digital) experiences. Attendees will learn how the organisation is on a journey to integrates its digital platforms, including its app and website, with in-person event experiences, personalizing everything from training plans to event-day interactions.

Key takeaways include:

• Improving data quality for effective personalization: Strategies for addressing data fragmentation and enhancing customer profiles to drive better insights and decision-making.
• Leveraging data for hyper-personalized experiences: How the London Marathon Events is starting to explore AI and automation to deliver tailored customer journeys across digital and physical channels.
• Building cohesive phygital experiences: The integration of digital tools with in-person events to create seamless and engaging participant experiences.