The “How” of Personalization at Scale in Financial Services - S754

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  • Christopher Young

    Christopher Young

    Sr. Director, Financial Services Strategy, Adobe

  • Robyn Lintner

    Robyn Lintner

    Sr. Manager, Marketing Workflows & Tools, Bread Financial

  • Neil Seideman

    Neil Seideman

    Managing Director - Head of Digital Channels at JPMorgan Chase, JP Morgan Chase


The priority of the financial services industry is modernizing customer experiences and delivering better outcomes through personalization and efficiency – and the challenges in achieving this modernization aren’t purely technological. Cloud-based platforms and new capabilities must come with new digital skillsets, operating models, ways of working, and a focus on change management that extends across enterprise functions. This session focuses on the “HOW” of scaling experimentation and personalization are the key ingredients that drive the use of new technologies to advance digital maturity.

Key takeaways:

  • Insights from Adobe’s Financial Services research to understand what sets apart “Leaders” personalization
  • How leading financial services companies are successfully advancing experimentation and personalization programs that improve business outcomes
  • Which operating models, organizational structures, skillsets, and aspects of change management help improve enterprise agility

Public Track: Analytics for Customer Journeys, Content that Drives Performance, Customer Data Management and Activation, Personalized Omnichannel Engagement, Content Supply Chain

Type: Session

Technical Level: Beginner

Presentation Style: Case/Use Study

Audience Type: Campaign Manager, Digital Analyst, Digital Marketer, Email Marketer, IT Executive, Marketing Executive, Segmentation Specialist, Audience Strategist, Channel Marketer, Content Marketer, Optimization Manager, Web Marketer, Web Analyst, Operations, Project Manager, Marketing Practitioner, Marketing Analyst, Marketing Operations Manager

Industry Focus: Financial Services & Insurance

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