Personalization 2.0: How to transform your marketing from segmentation to intent-driven personalization

Date: Sep 26, 2017 1:00 EDT (10:00PDT)

Brendan Witcher, Principal Analyst, Digital Business Strategy, Forrester

Consumer expectations about the digital shopping experience have never been higher. Today, consumers expect relevant, personalized content and offers that cater to their needs in any given moment.

But what does it mean to ‘personalize’ your marketing? Many marketers mistakenly think that personalization means segmentation. But personalization based on segmentation often provides the wrong experience to many customers.

Join our featured speaker Brendan Witcher, Forrester’s Principal Analyst for Digital Business Strategy, as he shares five market imperatives to help you more effectively use digital marketing to deliver personalized content across every screen and channel. You’ll also hear practical examples of how enterprises are applying personalization across the customer journey.

Attend this webinar and learn:

  • How to treat your customers as individuals using rich customer profiles.
  • Four characteristics of a personalization strategy to enable individualization – not just segmentation.
  • Practical steps to help you move your organization toward individualization.
  • Real-world examples from leading brands winning in today’s consumer-driven digital era.


Brendan Witcher, Principal Analyst, Digital Business Strategy, Forrester
Brendan is a leading expert on eCommerce business, consumer behavior and technology trends in the digital engagement space. He is also a noted authority on technology developments that affect both online and offline.

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