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MarTech Podcast ™ // Marketing + Technology = Business Growth
Using Data To Drive Personalization
Dec 7, 2024
Su Li Rivera, SVP of Marketing at Rakuten Rewards, shares her insights on leveraging data for effective personalization in e-commerce. She discusses how Rakuten enhances customer experiences through tailored marketing strategies that balance individual preferences with broader audience engagement. Su emphasizes the transformative power of data-driven approaches compared to traditional methods, showcasing improvements in engagement and conversion rates. She also highlights Rakuten's innovative subscription model aimed at redefining customer loyalty with unique cashback rewards.
17:48
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Quick takeaways
- Rakuten enhances customer experiences through data-driven personalization strategies by analyzing user signals to tailor relevant brand offers.
- The integration of artificial intelligence into marketing efforts significantly boosts engagement and conversion rates while ensuring agile responses to consumer demands.
Deep dives
Enhancing Customer Personalization
Rakuten focuses on customer personalization by leveraging extensive data analytics to create tailored experiences for its users. The company utilizes proprietary models within its data warehouse to analyze user signals and preferences, ensuring relevant brand connections. For instance, during back-to-school shopping periods, Rakuten identifies common preferences among head of households to showcase the most appealing offers. This data-driven approach allows Rakuten to refine its marketing strategies continuously, balancing the need for broad reach while optimizing individual customer engagements.
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