In this session, Yasin Wilcox (Customer Success Manager at Tealium) interviews Gareth Jones (Head of Engagement Marketing Technology at Legal & General) about how the global financial services company leverages real-time data from Tealium and customer insights from Snowflake to build a true Customer 360 strategy. Gareth details how combining these technologies overcomes legacy system barriers to personalize experiences, improve call center optimization, drive online conversions, and maximize return on ad spend.
Key Learning Points
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The “3 A’s” Framework: Master Activation, Analysis, and Data Access to drive meaningful CX improvements.
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Real-Time Data Integration: Combine real-time signals with deep analytics to build a two-way data feedback loop.
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Call Center Optimization: Use real-time abandonment signals and segment data to boost conversions by over 50%.
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Personalized Product Journeys: Tailor content to dynamic customer segments to achieve a 15% lift in online sales.
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Smarter Marketing Spend: Fuel ad platforms with lifetime value (LTV) models to optimize ad spend and increase ROAS.
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Rapid Experimentation: Accelerate testing and measurement cycles to quickly scale high-performing campaigns.
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Scalable Strategy: Start with high-impact, focused use cases to gain stakeholder buy-in before scaling enterprise-wide.
