Email as a platform is the top channel for marketing ROI precisely because of how it can be used for personalized one-to-one messaging — at scale. We can dream up the most delightful email campaigns, but without the customer data, there’s nothing. That’s why we like to joke that email marketing is 90% data and 10% creative.
In this session, we discuss critical considerations for data mapping and all of the hard work that goes on up front for data modeling to create that ‘single view of the customer’ for marketers. You’ll learn about key considerations that include systems of record and data governance, as well as email preferences and consent management.
