Delivering Your Mass Personalization Marketing Strategy - S834

Discover how WBA and WPP have created a culture of collaboration between technology and service providers to manage ongoing business and building out a unique best-of-breed personalization engine that is on track to transform marketing efforts for years to come. 

Achieving this through embedding WPP teams into WBA. Bringing together a scalable identity solution on top of existing technology partners along with a team of Martech experts to create a COE that enables the utilization of this new platform for personalization.

Learn how WBA and WPP are working to:

• Use identity resolution to drive personalization at scale and unify and bridge gaps in experience between historically paid and owned channels
• Orchestrate a more efficient operating model to get the most value out of strategic tech and service partners
• Improve omnichannel consumer experiences by enabling a full-funnel marketing approach through the utilization of tech tools
• Create a COE team of SMEs who partner cross-functionally with marketing, commerce, insights, and technology to enable customer experiences that drive business growth

Track: Analytics for Customer Journeys, Content Management for Personalized Experiences, Customer Data Management, Omnichannel Marketing and Optimization, Personalization at Scale

Session Type: Session

Technical Level: General Audience, Intermediate

Presentation Style: Case/Use Study, Thought Leadership

Audience Type: Advertiser, Business Analyst, Campaign Manager, Developer, Digital Analyst, Digital Marketer, IT Architect, IT Executive, Marketing Executive, Content Marketer, Web Marketer, Web Analyst, Product Manager, Operations/COO, Project Manager, Web Designer

Industry Focus: Healthcare/Lifesciences

Business Type: B2C