Root Audiences: A scalable macro segmentation framework for personalization
In this talk, Dynamic Yield’s Director of Customer Success, Ben Malki, introduces Root Audiences, an internally-developed macro segmentation framework designed to bring personalization to life in a functional, repeatable, and scalable manner. Joining him, Robbie Reaves, the Senior Product Manager of Build.com, shares his experience implementing the approach as the company searches for what it means to be truly customer-centric.
During this Webinar we'll cover the following:
- The challenges presented by micro-segmentation
- Revisiting macro segmentation and why it works
- Processes and guidelines to put in place for peak business value
- Institutionalizing insights and learnings for deeper personalization
- How Build.com optimized site-wide recommendations with Root Audiences
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