Using Data To Drive Personalization

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.