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Chief product officer of a digital marketing company on personalization in marketing…
Chris Hansen, Chief Product Officer for IgnitionOne (an award-winning Customer Intelligence Platform enabling marketers to understand, value and engage with their customers in real-time) , joins Pavan Bahl and Marc Raco on location at the IgnitionOne Summit in New York.
In this episode:
- Personalization in marketing
- Marketing is a one-sided conversation in most circumstances
- Testimonial podcast and radio – personalization, as if the user of products
- Understanding a marketing customer’s data
- Chief Product Officer and knowing when something needs to be built
- How things end up in a roadmap
- Combination of service and creative and tech enablement, to productize
- Using first-party data vs. third-party data
- GDPR
- Moving to a marketing technology company – the way you approach the market can have a dramatic impact on the success of breaking through the politics of CMO decisions
- Tracking can throw off whole picture (i.e. awareness, brand recognition)
- Having focused on the true customer journey, moving down the funnel into conversion
- Retention and loyalty are a thing to really pay attention to, take data and use it in a personalized fashion
- 350 employees across 15 offices, keeping the story straight across the company
- Making sure data and marketing understanding each other
- Compromising as Head of Product – thinking something is a good idea vs. what market needs and wants
- Loving the comfort of Tokyo, and a love of Brussels, and a world-view-changing moment
- And greetings from the other (famous) Chris Hansen (Hanson)
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