Process and Strategy

Path to Personalization: How to Prioritize Your Customer Segments

Let's be honest--no company has personalization completely figured out yet. In fact, half the battle can be determining when, where and to whom you should be personalizing.

This session will dive into how Brooks Bell consultants help clients uncover and prioritize their personalization plan via Segment Priority Analyses. This complex analysis groups customers using technographic attributes and evaluates the potential impact of testing on each segment. The end result: customer segments that would benefit the most from personalization are identified, prioritized and road-mapped.

In this session you’ll learn:

  • Strategies for thinking about and analyzing your customer segments
  • Indicators that a customer segment would respond well to personalization
  • Case studies of how Segment Priority Analyses have been used to create a clear path to personalization

As a senior optimization analyst for Brooks Bell, Shana analyzes and interprets site-wide data for major brands in the retail, financial and travel industries, providing data-driven strategies, insights, and recommendations to guide their experimentation efforts.

Shana Braun

Sr. Optimization AnalystBrooks Bell


Kenny is a passionate marketer and fanatical optimizer who loves finding new and exciting ways to create profitable customer experiences in marketing channels and on-site. He is currently Sr. Director of e-Commerce at Mint Mobile.

Kenny Smithnanic

Sr. Director of e-CommerceMint Mobile


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