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Forrester Digital Business 2015

Forrester Digital Business 2015

Topic: Context Before Content in Delivering Customer Experiences
Speaker: Samya Ghosh, AVP and Head of Americas for Digital Business, Mindtree
Date: Thursday, October 29, 2015
Time: 1:10 PM – 2:00 PM

With all the whiz-bang technology available to deliver flashy, cutting-edge experiences, it’s easy to forget that delivering truly meaningful customer experiences begins with knowing and understanding the customer.

Realistically, the delivery of these experiences is no longer the challenge-the channels, venues and tools exist-but knowing the context in which they happen is still a developing area that enterprises are figuring out.

At our lunch session, we will answer some of the most pressing questions surrounding the contextualization of customer experiences:

  • If marketing to a group of 1 is the key, how can marketers create an ecosystem that can differentiate each one of its customers?
  • What data signals should be gathered, for how long, and from what sources?
  • How can all these signals be analyzed to create coherent, realizable insights?
  • What actions and tactics can be suggested based on these insights?
  • With engagement happening 24/7 over so many channels, how can these insights be delivered to each channel at the right time and in the right manner?
  • And finally, in a fast changing business environment, how do you continuously monitor the effectiveness of the strategies being deployed?

While addressing these questions, we’ll look at what some marketers are already doing in their own ecosystems, the choices they’re making, and the reasons why.