Top 3 takeaways from the customer-centric conference, Martech Festival 2023

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right-0 bottom-0 left-0 "> <img class="cover-img__image relative w-full h-full object-cover" src="https://media.licdn.com/dms/image/v2/D4E12AQEfjDTF8ZAxMw/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1694422052287?e=2147483647&v=beta&t=_wfScCrbHZ0lKko6M-kJbm1ieyvzpchgbbqRI6vmUCk" fetchpriority="high" data-embed-id="cover-image" alt="Top 3 takeaways from the customer-centric conference, Martech Festival 2023"> </div> </div> <figcaption class="cover-img__caption text-sm text-color-text-secondary pt-2">Copyright 2023 John Sadeghipoor</figcaption> </figure> <header> <section class="core-section-container relative my-3"> <h1 class="pulse-title text-display-md text-color-text lg:text-display-lg font-bold w-11/12">Top 3 takeaways from the customer-centric conference, Martech Festival 2023</h1> <div class="ellipsis-menu absolute right-0 top-0"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger 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</div> </div> <div class="core-section-container__content break-words"> <div class="base-card relative w-full hover:no-underline focus:no-underline base-card--link base-main-card flex flex-wrap py-2 pr-2 babybear:pr-0 base-main-card--link publisher-author-card"> <a class="base-card__full-link absolute top-0 right-0 bottom-0 left-0 p-0 z-[2]" href="https://uk.linkedin.com/in/johnsadeghipoor" data-tracking-control-name="article-ssr-frontend-pulse_publisher-author-card" data-tracking-will-navigate> <span class="sr-only"> John Sadeghipoor </span> </a> <img class="inline-block relative rounded-[50%] w-6 h-6 " data-delayed-url="https://media.licdn.com/dms/image/v2/D4E03AQHLYT9U1ScE7A/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1682593836806?e=2147483647&v=beta&t=-r9ehkZeZGlcoywrgpf0Btbvjq7uPzqoTw9UfzSG70U" data-ghost-classes="bg-color-entity-ghost-background" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/9c8pery4andzj6ohjkjp54ma2" alt="John Sadeghipoor"> <div class="base-main-card__info self-center ml-1 flex-1 relative break-words papabear:min-w-0 mamabear:min-w-0 babybear:w-full ">  <h3 class="base-main-card__title font-sans text-[18px] font-bold text-color-text overflow-hidden "> John Sadeghipoor </h3> <h4 class="base-main-card__subtitle body-text text-color-text overflow-hidden "> Digital, Ecommerce & Marketing Expert @ URBN for Free People | Ex. Arcadia Topshop Topman, FitFlop, G-Star Raw | 7 years ex agency, 10 years brand-side 🤳🏻 </h4>  <div class="body-text text-color-text-low-emphasis base-main-card__metadata"> Published Sep 11, 2023 </div>  </div> <div class="base-main-card__ctas z-[3] self-center ml-3 babybear:ml-1 babybear:self-start"> <a class="base-main-card__cta btn-sm btn-secondary" href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2Ftop-3-takeaways-from-customer-centric-conference-2023-sadeghipoor%3Ftrk%3Dpublic_post_feed-article-content&trk=article-ssr-frontend-pulse_publisher-author-card" data-tracking-control-name="article-ssr-frontend-pulse_publisher-author-card" data-tracking-will-navigate> + Follow </a> </div> </div> </div> </section> </header> <div data-test-id="article-content-blocks">  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Last week I was invited to join a panel of digital experts in Utretch, The Netherlands - here's my top 3 takeaways from the customer-centric digital marketing conference.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>1. Big retailers and brands are building a greater understanding of their customers through both tech investment, customer connected marketing (buzzword - zero party data) and customer insights (paired with user panels, etc). B2B companies such as Skyscanner(referenced </span><span class><a href="https://www.linkedin.com/redir/redirect?url=http%3A%2F%2FImpact%2Ecom&urlhash=n0Fg&trk=article-ssr-frontend-pulse_little-text-block" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-text-block" data-tracking-will-navigate data-test-link>Impact.com </a></span><span class> for both planning marketing activation, partnerships, segmentation for email scenarios and automated triggers (examples heard from Australia’s top retailer The Iconic, Canada’s Hudson Bay and Zalando). See more below.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>2. So many ways imaginable to slice customer data through segmentation, tailoring content and personalising email messaging - if tested will undoubtedly improve performance significantly. Simple segmentation tests can substantially lift sales as a result vs full base email sends</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>3. Fun, entertaining experiments and engaging content vs product push will drive desire and brand love - leading to healthier long term customer lifetime value (+Sales!). Hello Fresh a great example of this. Using digital data to power print and mail sends. Real time email content that can be dynamic, responsive and could be very powerful, utilising social content for conversions</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Strong sentiment that marketers are preparing to build their owned media strategy, use of CDP and go for it BIG in Q4/2024.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Finally, who would have thought a cinema complex could use its largely empty screens to become a conference venue / university lecture room by day (that’s exactly what this Dutch venue had done - very inventive!). Thinking different!</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Massive thanks to the </span><span class>  <a href="https://nl.linkedin.com/showcase/martech-fest/?trk=article-ssr-frontend-pulse_little-mention" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-mention" data-tracking-will-navigate data-test-link>Martech Festival </a>  </span><span class> organisers </span><span class> <a href="https://es.linkedin.com/in/nelybonar?trk=article-ssr-frontend-pulse_little-mention" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-mention" data-tracking-will-navigate data-test-link> Nely Bonar </a>  </span><span class> & </span><span class>  Andrew Bonar </span><span class> for a fantastic event, great talks and shout out to </span><span class>  <a href="https://uk.linkedin.com/company/esbconnect?trk=article-ssr-frontend-pulse_little-mention" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-mention" data-tracking-will-navigate data-test-link>esbconnect </a>  </span><span class> for the panel invite.</span> </p> </div>  </div>   </article>  <code id="ugcPostUrl" style="display: none"></code> <code id="ugcPost" style="display: none"></code> <code id="disableLinkedinShareRedirectLink" style="display: none"></code> <code id="ugcPostUrn" style="display: none"></code> <code id="signInUrl" style="display: none"></code>  <div class="article-social-activity z-[201] x-social-activity-wrapper xs:sticky bottom-0 flex justify-center border-t-1 border-solid border-color-border-faint bg-color-background-container " data-impression-id="article-ssr-frontend-pulse_x-social-details">  <div class="x-social-activity social-details x-social-activity-left flex flex-wrap w-full max-w-x-article-width-small justify-between lg:max-w-x-article-width"> <div class="flex x-social-activity-left flex-wrap"> <code 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id="social-actions__reaction-image-EMPATHY" style="display: none"></code> <code id="social-actions__reaction-image-ENTERTAINMENT" style="display: none"></code>  <code id="social-actions__reaction-image-INTEREST" style="display: none"></code> <code id="social-actions__reaction-image-LIKE" style="display: none"></code> <code id="social-actions__reaction-image-MAYBE" style="display: none"></code> <code id="social-actions__reaction-image-PRAISE" style="display: none"></code>  <a href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2Ftop-3-takeaways-from-customer-centric-conference-2023-sadeghipoor%3Ftrk%3Dpublic_post_feed-article-content&trk=article-ssr-frontend-pulse_x-social-details_likes-count_social-actions-comments" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_likes-count_social-actions-comments" data-tracking-will-navigate class="flex items-center font-normal text-color-text-low-emphasis no-underline visited:text-color-text-low-emphasis before:middot my-1" data-test-id="social-actions__comments" data-id="social-actions__comments" data-num-comments="4" data-singular="%numComments% Comment" data-plural="%numComments% Comments" data-entity-urn="urn:li:ugcPost:7106923251435466753"> 4 Comments </a>  </div> </div> </div> <div class="comments__container"> <div class="comments">   <section class="comment flex grow-1 items-stretch leading-[16px] comment-with-action my-1.5"> <div> <a href="https://uk.linkedin.com/in/suzannachaplin?trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-image" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-image" data-tracking-will-navigate> <img class="inline-block relative rounded-[50%] w-4 h-4 " data-delayed-url="https://media.licdn.com/dms/image/v2/D4E03AQF2viK0k6R2UA/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1671921906027?e=2147483647&v=beta&t=izc-DdJxrG5IqLhp9SMw06xshLVSkFoRMb7pKyxF3MQ" data-ghost-classes="bg-color-entity-ghost-background" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/9c8pery4andzj6ohjkjp54ma2" alt="Suzanna Chaplin"> </a> </div> <div class="w-full min-w-0"> <div class="comment__body ml-0.5 mb-1 pt-1 pr-1.5 pb-1 pl-1.5 rounded-[8px] rounded-tl-none relative"> <div class="comment__header flex flex-col"> <a class="text-sm link-styled no-underline leading-open comment__author truncate pr-6" href="https://uk.linkedin.com/in/suzannachaplin?trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-will-navigate> Suzanna Chaplin </a> <p class="!text-xs text-color-text-low-emphasis leading-[1.33333] mb-0.5 truncate comment__author-headline">CEO at esbconnect</p> <span class="text-xs text-color-text-low-emphasis comment__duration-since absolute right-6 top-1 inline-block"> 1y </span> <div class="ellipsis-menu absolute right-0 top-0 !mr-0.5 babybear:!-top-0.5" data-test-id="comment__ellipsis-menu" data-feed-action="show-comment-dropdown"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger collapsible-dropdown__button btn-md btn-tertiary cursor-pointer !py-[6px] !px-1 flex items-center rounded-[50%] ellipsis-menu__trigger--small w-[32px] h-[32px] babybear:rotate-90 mamabear:!h-4 mamabear:!min-h-[32px] papabear:!h-4 papabear:!min-h-[32px]" aria-expanded="false" aria-label="Open menu" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-trigger" tabindex="0"> <icon class="ellipsis-menu__trigger-icon m-0 p-0 centered-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/c26vw8uiog92lvrqov98hvbxr"></icon> </button> <ul class="collapsible-dropdown__list hidden container-raised absolute w-auto overflow-y-auto flex-col items-stretch z-1 bottom-auto top-[100%]" role="menu" tabindex="-1"> <li class="ellipsis-menu__item border-t-1 border-solid border-color-border-low-emphasis first-of-type:border-none flex"> <a href="/uas/login?session_redirect=https%3A%2F%2Fwww.linkedin.com%2Fpulse%2Ftop-3-takeaways-from-customer-centric-conference-2023-sadeghipoor&trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore-sign-in-redirect&guestReportContentType=COMMENT&_f=guest-reporting" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore-sign-in-redirect" data-tracking-will-navigate data-item-type="semaphore" data-semaphore-content-type="COMMENT" data-semaphore-content-urn="urn:li:comment:(urn:li:ugcPost:7106923251435466753,7106971465601662976)" data-semaphore-tracking-prefix="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore" data-is-logged-in="false" data-modal="semaphore__toggle" class="semaphore__toggle visited:text-color-text-secondary ellipsis-menu__semaphore ellipsis-menu__item-button flex items-center w-full p-1 cursor-pointer font-sans text-sm font-bold link-styled focus:link-styled link:no-underline active:bg-color-background-container-tint focus:bg-color-background-container-tint hover:bg-color-background-container-tint outline-offset-[-2px]">  <icon class="ellipsis-menu__item-icon text-color-text h-[24px] w-[24px] mr-1" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/iq0x9q37wj214o129ai1yjut"> </icon> Report this comment </a>  </li>  </ul>  </div> </div> </div> <div class="attributed-text-segment-list__container relative mt-1 mb-1.5 babybear:mt-0 babybear:mb-0.5"> <p class="attributed-text-segment-list__content text-color-text !text-sm whitespace-pre-wrap break-words comment__text babybear:mt-0.5" dir="ltr">Great having you on the panel and for sharing all your experiences!</p>  </div>   </div> <div class="comment__actions flex flex-row flex-wrap items-center ml-2" aria-label="Comment Controls"> <a href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2Ftop-3-takeaways-from-customer-centric-conference-2023-sadeghipoor%3Ftrk%3Dpublic_post_feed-article-content&trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" class="comment__action inline-block font-sans text-xs text-color-text-low-emphasis cursor-pointer" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" data-tracking-will-navigate> <div class="flex flex-row items-center "> <icon class="action-btn__icon w-2 mr-0.5" data-svg-class-name="action-btn__icon--svg" 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data-delayed-url="https://media.licdn.com/dms/image/v2/D5603AQFPAJ_33AMeLg/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1730131329951?e=2147483647&v=beta&t=gjR_6JRsCgI0xnuOWYlLTXaWBFdZOo0BAfqSwLf8-gg" data-ghost-classes="bg-color-entity-ghost-background" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/9c8pery4andzj6ohjkjp54ma2" alt="Nely Bonar"> </a> </div> <div class="w-full min-w-0"> <div class="comment__body ml-0.5 mb-1 pt-1 pr-1.5 pb-1 pl-1.5 rounded-[8px] rounded-tl-none relative"> <div class="comment__header flex flex-col"> <a class="text-sm link-styled no-underline leading-open comment__author truncate pr-6" href="https://es.linkedin.com/in/nelybonar?trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-will-navigate> Nely Bonar </a> <p class="!text-xs text-color-text-low-emphasis leading-[1.33333] mb-0.5 truncate comment__author-headline">Partner at Agency.cm</p> <span class="text-xs text-color-text-low-emphasis comment__duration-since absolute right-6 top-1 inline-block"> 1y </span> <div class="ellipsis-menu absolute right-0 top-0 !mr-0.5 babybear:!-top-0.5" data-test-id="comment__ellipsis-menu" data-feed-action="show-comment-dropdown"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger collapsible-dropdown__button btn-md btn-tertiary cursor-pointer !py-[6px] !px-1 flex items-center rounded-[50%] ellipsis-menu__trigger--small w-[32px] h-[32px] babybear:rotate-90 mamabear:!h-4 mamabear:!min-h-[32px] papabear:!h-4 papabear:!min-h-[32px]" aria-expanded="false" aria-label="Open menu" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-trigger" tabindex="0"> <icon class="ellipsis-menu__trigger-icon m-0 p-0 centered-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/c26vw8uiog92lvrqov98hvbxr"></icon> </button> <ul class="collapsible-dropdown__list hidden container-raised absolute w-auto overflow-y-auto flex-col items-stretch z-1 bottom-auto top-[100%]" role="menu" tabindex="-1"> <li class="ellipsis-menu__item border-t-1 border-solid border-color-border-low-emphasis first-of-type:border-none flex"> <a href="/uas/login?session_redirect=https%3A%2F%2Fwww.linkedin.com%2Fpulse%2Ftop-3-takeaways-from-customer-centric-conference-2023-sadeghipoor&trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore-sign-in-redirect&guestReportContentType=COMMENT&_f=guest-reporting" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore-sign-in-redirect" data-tracking-will-navigate data-item-type="semaphore" data-semaphore-content-type="COMMENT" data-semaphore-content-urn="urn:li:comment:(urn:li:ugcPost:7106923251435466753,7106926399067701248)" data-semaphore-tracking-prefix="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore" data-is-logged-in="false" data-modal="semaphore__toggle" class="semaphore__toggle visited:text-color-text-secondary ellipsis-menu__semaphore ellipsis-menu__item-button flex items-center w-full p-1 cursor-pointer font-sans text-sm font-bold link-styled focus:link-styled link:no-underline active:bg-color-background-container-tint focus:bg-color-background-container-tint hover:bg-color-background-container-tint outline-offset-[-2px]">  <icon class="ellipsis-menu__item-icon text-color-text h-[24px] w-[24px] mr-1" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/iq0x9q37wj214o129ai1yjut"> </icon> Report this comment </a>  </li>  </ul>  </div> </div> </div> <div class="attributed-text-segment-list__container relative mt-1 mb-1.5 babybear:mt-0 babybear:mb-0.5"> <p class="attributed-text-segment-list__content text-color-text !text-sm whitespace-pre-wrap break-words comment__text babybear:mt-0.5" dir="ltr">Thank you so much John! It was a privilege meeting you in Utrecht! I can’t wait to watch the recording of the panel, we scheduled it on 13th September at 2:20pm CET. Hope you can join us - otherwise next year in person, after the little one’s birthday 🥳</p>  </div>   </div> <div class="comment__actions flex flex-row flex-wrap items-center ml-2" aria-label="Comment Controls"> <a href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2Ftop-3-takeaways-from-customer-centric-conference-2023-sadeghipoor%3Ftrk%3Dpublic_post_feed-article-content&trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" class="comment__action inline-block font-sans text-xs text-color-text-low-emphasis cursor-pointer" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" data-tracking-will-navigate> <div class="flex flex-row items-center "> <icon class="action-btn__icon w-2 mr-0.5" data-svg-class-name="action-btn__icon--svg" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/70k0g8kmgdfjjymflqqzipzxj"> </icon> <span class="action-btn__button-text inline-block align-baseline"> Like 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