Primary audiences

The rise of customer-centricity has given way to the concept that the closer to 1:1 brands become, the closer to their customer they will be. But what happens when this mentality translates into hundreds of micro-segments that are not only difficult to manage but also yield little to no learnings about what each cohort truly cares about?

In this talk, Mastercard Vice President of Customer Success Ben Malki introduces rooted personalization, an internally developed macro segmentation framework designed to bring personalization to life in a functional, repeatable and scalable manner. Joining him is Robbie Reaves, Product Manager of Build.com, who shares his experience implementing the approach as the company focuses on its ability to build truly customer-centric experiences.

What you'll learn:

• The challenges presented by micro-segmentation

• Revisiting macro segmentation and why it works

• Processes and guidelines to put in place to yield maximum business value

• Institutionalizing insights and learnings for deeper personalization

• How Build.com optimized sitewide recommendations with Root Audiences