Session: Spark Talk

Crossing the Chasm, from Campaigns to 1:1 Engagement

Date and Location



  • Jo Allen
    Business Lead, Next Generation Decisioning
    British Gas

Brands have traditionally spent millions of dollars pushing messages AT customers, trying to drive shot-term revenue. But as consumers have evolved, it’s become harder to move the needle, and earn their loyalty. We desperately look to do more, and push harder… but end up fatiguing customers, who disengage and bottom out. It’s a downward spiral, where nobody wins. This panel will discuss how AI gives companies the opportunity to do things right, and re-center on the customer. Leveraging data from across the enterprise, we can analyze each individual and engage them with relevant content, exactly when they need it – adding real value, and earning the right to expand each relationship.