The Martech Weekly (TMW) - Latest News and Information
In a recent episode of Making Sense of Martech, Optus’s Associate Director of Personalization and Martech, Eloise Gillespie, explains how AI‑driven personalization can scale only when the underlying infrastructure aligns with real‑world business constraints. She details the shift from treating data as a by‑product to a product, and how that change helped secure CFO approval for a nine‑figure budget by anchoring every decision in margin and ROI. The conversation also covers the practical role of composable CDPs and incentive‑optimization engines in delivering credible, profit‑focused experiences. Ultimately, Gillespie argues that true personalization balances customer desire with commercial viability.
Former Nike Global VP of Marketing Data, Linda Cereda, explains how the brand built a scalable marketing data engine by prioritizing operating model over technology. She details the SNKRS app’s scarcity‑driven launch, the use of zero‑party data to slash forecasting...
