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4 Personalization Experts You Should Be Following
Blog Feature

By: Cathy McPhillips

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May 10th, 2022

4 Personalization Experts You Should Be Following

Artificial intelligence in marketing has dozens of use cases, and hundreds of AI-powered tools and technologies are available to help.

Personalization is one of the best and most tangible use cases marketers use today. These four industry leaders have an abundance of experiences and successes in AI for personalization.

Get to know them, read their content, and connect with these experts:

Christian Selchau-HansenChristian Selchau-Hansen

Chief Executive Officer
Formation, Inc.

 Who is Christian?

Christian Selchau-Hansen is the CEO and co-founder of Formation, an enterprise software company that optimizes the customer journey through personalized marketing experiences. A 20-year tech veteran, Selchau-Hansen has helped develop new products and drive growth at companies like Square and Zynga.

Prior to launching Formation, Selchau-Hansen was a partner at BCG Digital Ventures, using his experience to advise large companies and incubate innovative startups. Selchau-Hansen is also co-founder of the Loyalty Innovators, a community for digital leaders, marketing executives and loyalty innovators to connect, share best practices, and learn from each other. Members include CMOs and experts in loyalty and personalization from McDonald's, Shell, Hanesbrands, Michaels, Del Taco and Marriott.

Selchau-Hansen earned his MBA with honors from The Wharton School of the University of Pennsylvania and has bachelor's degrees in mechanical engineering and economics from Rice University.

Connect with Christian

Content from Christian

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How Gamification Drives Customer Loyalty

Gamification allows brands to create loyalty programs that drive long-term customer retention and revenue. When done well, gamification reinforces the value of the brand, brings the customer emotionally closer to the brand, and feels like an organic part of the customer experience. When implemented with your loyalty program, gamification deepens engagement, which ultimately leads to increased revenue and customer lifetime value (CLV).

Christian’s Presentation at MAICON 2022 (Register here)

The Impact of AI & ML on Loyalty Marketing

In a digital, always-on world where consumers have many choices, marketers need to make loyalty to their brands an easy choice. How? Personalized campaigns that automatically adapt to changing consumer behaviors and scale to deliver a true 1:1 experience. In this session, you will learn:

  • Why modern loyalty hinges on advanced technologies to capture consumer attention.
  • How AI and machine learning automation are enabling the scale of personalization technologies to better engage every customer.
  • How to shift the mindset of your organization to see loyalty marketing as a revenue driver, not a cost center.

Jeanne HopkinsJeanne Hopkins

Chief Revenue Officer

Who is Jeanne?

Jeanne Hopkins is backed with 30+ years of expertise in marketing and sales. During her early days at HubSpot, she helped the company land the number two spot on the Inc. 500 Fastest Growing Companies list by generating 50,000 net new leads per month. She served as CMO at Lola.com (now Capital One), Ipswitch (now Progress), SmartBear, and Continuum (now ConnectWise), and executive marketing positions at Symmetricom (now Microsemi) and MarketingSherpa. Most recently, she was CRO at startups, HappyNest and SquadLocker.

Connect with Jeanne

Content from Jeanne

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87% of OOH Marketers Are Missing Out

The truth is, traditional and digital OOH are different, which makes them the perfect complements to one another. Nearly all (94%) of marketers agree that OOH is the best at surprising and delighting viewers. Using OOH + DOOH gives you more ways to surprise and delight.

Jeanne’s Presentation at MAICON 2022 (Register here)

How to Use Offline Marketing to Support Your Online Efforts

Using out-of-home (OOH) advertising to help digital marketers support online efforts is a growing trend. A case study published by Facebook in 2019 revealed that the combination of OOH and Facebook campaigns together was 13% more effective than Facebook ads alone, and it wasn’t just generally more effective, it was more effective with the hardest-to-reach audiences. Further, the combination of Facebook and Instagram ads with OOH advertising was especially effective at reaching Generation Z and Millennials. Jeanne Hopkins, CRO at OneScreen.ai, the marketplace provider for buying and selling OOH advertising, discusses the options to integrate your brand with the real world, especially now as audiences emerge after the pandemic. And with the help of AI, Hopkins explains how OOH gives marketers the power to target prospects and measure impact like never before.

Christian LachelChristian Lachel 

Chief Creative Officer

BRC Imagination Arts

Who is Christian?

As the Chief Creative Officer at BRC, Christian Lachel has spent over two decades leading projects from strategy and design through production and opening day. Lachel specializes in experiential design, tourism, sustainability, revenue, operations, project delivery plans and creative storytelling approaches for award-winning brand homes, flagships, tours, museums, cultural attractions, and global expo/event pavilions that excite audiences around the world, deepen customer loyalty and build emotional connections.

Some of Lachel's notable projects include Johnnie Walker Princess St., Jameson Distillery Bow St., Guinness Storehouse, NASA's Kennedy Space Center, Ford Rouge Factory Tour, The Rock & Roll Hall of Fame, and The Henry Ford Museum of American Innovation.

Lachel earned a degree in Design and Marketing at College of DuPage, a bachelor's in Entertainment Design from Art Center College of Design in Pasadena and Executive Education from Wharton Business School with a certificate in Business Analytics and Data Insights. Lachel is a LEED Accredited professional with U.S. Green Building Council and an industry leader on sustainable and inclusive design solutions. Lachel is a proud veteran of the United States Navy.

Connect with Christian

Content from Christian

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The Business Case for Brand Homes

With clear goals in hand, leaders can define success metrics that speak to the brand, community and economic impact they seek to create. Building this intention into the foundation of the brand home will ensure that it drives a return on investment/experience. That ROI/E should go beyond profit to include three-dimensional metrics like customer lifetime value and community benefit.

Christian’s Presentation at MAICON 2022 (Register here)

Branded Destinations and New AI-Powered Hyper-Personalization

The newly opened Johnnie Walker Princes Street visitor experience pushes experiential marketing forward with the first AI-powered mass personalized whiskey journey. Discover how Diageo has leveraged this £85 million project to attract the next generation of consumers and launch this 200-year-old brand into a bold future of new drinks, occasions, and cultural moments.

With over 800 flavor combinations available, one could visit the Johnnie Walker Princes Street every day for more than two years and have a unique experience every time. This session will be an eye-opening conversation about integrating Al into the experiential marketing world, offering the audience a rare chance to hear how global brands are leading the way with innovative design and technologies to power mass personalization.

Tyson QuickTyson Quick 

Founder & Chief Growth Officer

Who is Tyson?

Many founders start companies out of their garages. Tyson Quick, Postclick’s founder and chief growth officer, started what would become Postclick out of his car. He realized the shockingly low (2% to 4%) conversion rates accepted as normal by marketers and knew there had to be a way to fix it. The problem was the lack of relevancy and personalization from click to conversion. The solution would come to be known as Instapage.

As Instapage grew, Quick noticed that, while the company was successfully solving real marketing issues, digital marketers at enterprise organizations needed a robust solution to meet evolving industry needs. He began developing a product that would combine automation with expertise from industry leaders to improve efficiency, relevancy, and returns to enable businesses to scale. That was the beginning of Postclick.

Quick leads the growth strategy for Postclick, encouraging teams from marketing to product design to engineering to break down barriers and create innovative solutions that propel digital marketing into a new era. In 2020, he founded Meshnet, a blockchain fund, and he serves on the advisory board for Jounce, a low-cost email marketing platform.

Connect with Tyson

Content from Tyson and the Postclick Team

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Why You’re A/B Tests Aren’t Creating Results

To understand how to craft the bet user experience, most marketers today rely on a series of A/B/n tests. Inherently, they must sacrifice clicks and conversions to an inferior asset version to search for insights. Not only does the process take time—it also yields mixed results in the long run.

Tyson’s Presentation at MAICON 2022 (Register here)

Maximize Return on Ad Spend Using Personalized Landing Page Experiences At Scale

Marketers have used personalization to improve advertising conversions for decades. So, why are so few taking advantage of personalized landing pages for their Google and Facebook ad campaigns? The fact is, personalized landing pages are your best method for maximizing return on ad spend (ROAS) and improving customer lifetime value.

In this session, you will learn:

  • The challenges with creating personalized landing page experiences
  • A framework to help you define your personalization strategy
  • How to create personalized landing page experiences at scale and increase ROAS

Personalization is one of the most tangible, effective, and customer-centric ways to pilot and scale AI within your organization. 

Follow and connect with these industry leaders, and if you’re able, join us at MAICON 2022 Aug. 3-5, 2022 in Cleveland, OH!

About Cathy McPhillips

Cathy McPhillips is the Chief Growth Officer at Marketing AI Institute.

  • Connect with Cathy McPhillips
Disclosure: Marketing AI Institute writes about and recommends AI-powered marketing and sales technology. In all cases, content and recommendations are independent and objective. In some cases, Marketing AI Institute may have business relationships with companies mentioned, which may include financial compensation, affiliate compensation, or payment in kind for products or services. View a list of Institute partners here and MAICON sponsors here.