Sarah Stalnecker leads Consumer Analytics at New Balance Athletics, Inc, where she oversees site and marketing analytics along with the consumer data platform. Her team is responsible for understanding the consumer and their journey in order to identify and implement processes and capabilities to transform data into meaningful and actionable insights –enabling data driven strategies and plans. Sarah has +15 years of experience in marketing and analytics with previous roles at Anheuser-Busch and Luxottica.
Check out the incredible speaker line-up to see who will be joining Allison.
First party data is among any brand’s most valuable assets. But there are challenges every step of the way for brands: obtaining the data, organizing it, and putting it into action in ways that drive brand love and commercial value.
In this session, Sarah discusses how New Balance has come to develop and deploy a rich store of first party data to deliver marketing campaigns and communications consumers love, while driving higher ROAS for all marketing investments through the funnel.
• Launching and scaling an omni-channel loyalty program to link consumer data across disparate & formerly siloed touchpoints
• Layering first party data with predictive analysis for more efficient and effective prospecting – from bid strategies to creative and copy development
• Using a CDP to automate multi-channel, multi-touch campaigns triggered by 1-1 consumer behavior
• Bridging the data gap to offline marketing – using first party data to inform strategies and executions from out of home to print to physical retail
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