Good Data, Better Marketing - The Key To Customer Engagement: Consent and Iteration

Guest speaker: Matt Smidebush and Seth Familian

Matt Smidebush - At Twilio, previously Segment, Matt started as a Customer Success Program Manager before moving up to Director of Customer Success Programs, Senior Director, and eventually RVP. His specialties lie in Analytics, Customer Success, Scaled Programs, Consumer Intent, Analytics, TPCA Compliance, Lead Scoring, Lead Generation, Life Insurance, Health Insurance, Medicare, and Business Strategy Development.

Seth Familian - As the leader of Segment’s Advisory practice at Twilio Segment, Seth guides Segment’s largest customers on data architecture strategy, growth marketing innovation, and data governance optimization, with Segment at the core. He also drives thought leadership content for Twilio Segment, which included writing a book on Customer Data Maturity.

Episode summary

In this episode, Kailey sits down with Matt and Seth to discuss identity resolution, capturing customer consent, and the power of iteration. In order to build an omnichannel view of a customer, it’s important to match identifiers across touchpoints into one profile, while balancing the customer’s demand for privacy and personalization.

Key takeaways

As privacy compliance becomes the new norm, capturing consent is top priority. Gaining a customer’s consent allows us to market and monetize our traffic in a law-abiding way.
One of the key qualities of driving successful customer engagement is iteration. Understanding how data is useful and methodically improving profiles and driving advanced use cases allows for increased alignment on data sets.
In order to build an omnichannel view of a customer, it’s important to match identifiers across touchpoints into one profile, while balancing the customer’s demand for privacy and personalization.

Speaker quotes

“I feel like the two hardest things when it comes to customer engagement are one, being willing to pace yourself and be iterative instead of trying to boil the ocean. And two, having all the right people in the room at the start to align on what the minimum viable dataset looks like, so everyone can be satisfied. And then continue to align them as you move into more advanced use cases, more sophisticated profiles, et cetera.”

– Seth Familian