The book includes insights from the following experts:


  • Mark Chiles, Senior Vice President & Chief Digital Officer at Heart Energy, Read the article >>
  • Nadina Guglielmetti, Vice President, GM, Marketing at The Vitamin Shoppe, Read the article >>
  • Melanie Huet, EVP, Chief Marketing Officer at Serta Simmons Bedding, LLC, Read the article >>



 The Value of a Customer Data Platform Digitally empowered consumers are tough customers. They have high expectations, they are masters of multichannel shopping, and they respond quickly to personalized opportunities presented at the right times and places. They are also spoiled by digital native businesses such as online movies and music, ecommerce, and ride-hailing services. These businesses use large amounts of personalized data and apply algorithms that deliver real-time, actionable business and marketing strategy. To remain competitive, large enterprises of all stripes must use customer data in ways that deliver richer experiences that meet their customers’ expectations. But how? With generous support from Arm Treasure Data, we set out to answer that question by asking seven digital marketing experts this question:

What advice can you offer about overcoming challenges related to data collection and data insights that help in gaining relevant customer knowledge, driving customer engagement, and acquiring new customers?

In this eBook, our experts represent a range of market segments, but they have something in common. They recognize that incremental improvements in customer engagement can give a big boost to downstream business performance.

In discussing how they collect, consolidate, and activate data, these experts provide insights into why it’s important to keep customer data in one place. They also discuss the kinds of business value they can extract from data.

These articles come at a time when the amount of actionable data is increasing, as are customer expectations. I believe you will agree with the experts that future business success depends on turning data into effective personalized engagement.