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Understanding Segmentation & Customer Advocacy In The Digital Age

A talk by Irshad Raihan
Director of Product Marketing, Red Hat

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Stages covered by this talk

About this talk

Digital marketing has evolved from being one aspect of marketing to being the whole. How has customer segmentation evolved in this time?

How do new personas impact segmentation and storytelling? How can the modern CMO measure the value of customer segmentation in digital marketing attribution models with any sense of accuracy? Is there a need to fundamentally reimagine customer segmentation in the modern era?

In this session, you'll also learn about ways to craft your story to appeal to various types of personas. Our speaker will describe examples of building touchpoints across the customer journey, to learn and even predict persona behaviour using digital marketing technology.

Presentation takeaways

  • Storytelling for new buyer personas in the modern era

  • Measuring the value of customer segmentation in digital marketing attribution

  • Predictive analytics tools to increase ROI across the customer journey

  • Building marketing impact through influencers and communities

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