Topic: Digital Personalization - The Secret to Client Engagement & Loyalty
Speaker: Janice Liu, Senior Manager, Digital Strategy & Sales at CIBC
CCFA was honored to have Janice Liu, Senior Manager of CIBC Digital Strategy & Sales, to give a Lunch & Learn talk on Friday, March 11th, 2016. Janice shared her insights on digital personalization – the art of connecting with customers from behind a screen.
Janice leads the Digital Personalization & Campaign Optimization team which develops and executes personalization strategies to achieve digital fiscal sales across CIBC’s digital channels, such as CIBC.com, mobile and mobile app. Janice has over 7 years of experience in digital marketing. Her experience spans various industries from consulting, marketing and fashion wholesale. She successfully launched her own e-commerce business in 2011. Janice is passionate about technology and leveraging digital interactions to drive client-centricity.
Janice started her talk introducing the Consumer Funnel marketing model, which illustrates a consumer journey from the moment a product attracted consumer attention to the action of purchase. The shape and time span of the “funnel” vary depending on both the consumers and the nature of products. The model is useful as it provides a method to track the behaviour of customers and events that trigger the following stages. With better understanding of customers, digital marketers will build better personalization strategies on each stage.
From CCFA Communication, by Amy