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2022-03-15 (4)

Data and Segmentation in Loyalty with Mary Pilecki (VP and Principal Analyst at Forrester)

Mary Pilecki serves B2C marketing professionals, leading Forrester’s customer loyalty coverage. Her research focuses on loyalty strategy, loyalty programs, consumer trends, and the tools, skills, and processes B2C marketers need to manage and measure loyal customer relationships. She helps marketers navigate the continually changing landscape of loyalty technology and services, as well as emerging trends such as emotional loyalty.

Mary previously worked as a VP and research director, leading a team of analysts covering enterprise marketing technology, loyalty marketing, search marketing, customer database and engagement providers, and customer trust and privacy. In addition, Mary was a senior analyst at Forrester from 2005 to 2008, covering applications and processes for financial services. Her research included retention strategies, business process management, and customer relationship management technologies and processes.

Her presentation, ‘Data and Segmentation in Loyalty’ from the 2022 ALA & Comarch Virtual Event is available to stream below.

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