Strategy, Segmenting and Delivering Personalized Communications at Scale

Join David Witts, CRM Manager for PUMA Europe, as he shares the challenges and successes as they accelerated their customer engagement strategy and personalization. Hear how the incredibly lean team approached their strategy, segmenting customers and delivering personalized communications at scale which drove 5x revenue share from email – fuelled by automation & AI – in just 6 months. 

Alongside Andy Mulcahy, Strategy and Insight Director at IMRG and Payal Hindocha, Director Customer Engagement for Emarsys, they discuss: 

  • The opportunity and the challenge associated with the PUMA brand advocates 
  • The approach to segmentation – balancing revenue driving opportunities with a good customer experience 
  • How they cut through the complexity of delivering across multiple markets and languages establishing frameworks that allowed them to scale 
  • How first-party data fueled delivering the right message to these customer segments 
  • The importance of delivering personalization at the right time for their customers 
  • Where they are looking to next in order to engage customers in multiple channels  
  • The metrics that matter when it comes to measuring CRM & digital marketing impact on e-commerce and in-store attribution 

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