The quest for customer data is expensive and filled with frustration. How many brands are truly ready to invest in wild new experiments like those at McKinsey’s store at the Mall of America to collect more customer data when they can’t even access what they already have? A smart data approach may be the answer to this dilemma.
Gretchen Scheiman is senior director of marketing for Liveclicker, an advanced personalization platform that helps brands create timely, relevant, engaging moments that inspire action. She has over 15 years of experience in marketing management, building and leading high-performing teams on the client and agency sides. Gretchen specializes in marketing funnel optimization and bringing an analytical perspective to how organizations can best use their resources and talent.