• by Dianna Dilworth , Staff Writer, December 12, 2013

Jennifer Tattenbaum, interactive services director at Shubert Ticketing, said that her company does a lot of segmentation based on an event they are going to attend. They do a series leading up to the event to help promote sales for restaurants and parking, and then a follow up email after the event reminding them to  share their experience with their friends. 

Allysson Reagan, eCommerce programs manager at Bissell Homecare, personalizes based on web behavior and purchase data. The company can pull personal profile information from what a shopper purchases on their site to see where they are in the lifecycle. 

Hilary Fetter, director of marketing, at Daily Worth said that her company is doing content personalization as it relates to data collection. The company weaves together first-party and third-party data. The company has done a lot of segmentation based on demographic points such as household income, and has discovered that there is not always a direct correlation in high income companies investing a lot into content.