Chief product officer of a digital marketing company on personalization in marketing...
Chris Hansen, Chief Product Officer for IgnitionOne (an award-winning Customer Intelligence Platform enabling marketers to understand, value and engage with their customers in real-time) , joins Pavan Bahl and Marc Raco on location at the IgnitionOne Summit in New York.
In this episode:

Personalization in marketing
Marketing is a one-sided conversation in most circumstances
Testimonial podcast and radio – personalization, as if the user of products
Understanding a marketing customer’s data
Chief Product Officer and knowing when something needs to be built

How things end up in a roadmap
Combination of service and creative and tech enablement, to productize
Using first-party data vs. third-party data
GDPR
Moving to a marketing technology company – the way you approach the market can have a dramatic impact on the success of breaking through the politics of CMO decisions
Tracking can throw off whole picture (i.e. awareness, brand recognition)
Having focused on the true customer journey, moving down the funnel into conversion
Retention and loyalty are a thing to really pay attention to, take data and use it in a personalized fashion
350 employees across 15 offices, keeping the story straight across the company
Making sure data and marketing understanding each other
Compromising as Head of Product – thinking something is a good idea vs. what market needs and wants
Loving the comfort of Tokyo, and a love of Brussels, and a world-view-changing moment
And greetings from the other (famous) Chris Hansen (Hanson)

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