The Paradox of Consumer Personalization - S815

With growing data privacy awareness and regulation, consumers are rethinking what data they’re willing to give to brands. It's no wonder over 80% of marketing leaders say increased consumer privacy protections have changed their perception of personalization. Companies must navigate the personalization landscape by thinking strategically about personalized moments across the customer lifecycle – and whether consumers appreciate it pre-purchase, at-purchase, or post-purchase. It takes a trifecta of strategy, data, and technology to successfully design and execute personalized experiences that resonate with consumers.

Join Forrester’s Jessie Liu and Adobe’s Kevin Lindsay for a provocative session:

• Explore these paradoxes and why personalization continues to elude many brands
• Hear fresh perspectives on personalization and gain insights from Forrester’s latest research
• Challenge old assumptions and re-think personalization’s purpose and potential

Public Track: Personalized Omnichannel Engagement

Type: Session

Technical Level: General Audience

Presentation Style: Thought Leadership

Audience Type: Campaign Manager, Digital Marketer, Marketing Executive, Mobile Marketer, Segmentation Specialist, Audience Strategist, Optimization Manager, Web Marketer, Product Manager, Marketing Practitioner