Using data to drive personalization
- Part 1Rakuten’s business model – size, scope & mission
- Part 2 Using data to drive personalization
Show Notes
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00:30Transforming offerings and branching off new products for savings.Discussion on expanding product offerings and exploring new markets like luxury for savings.
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02:15Integrating brands authentically into content for better performance.Importance of brand integration in content marketing and its effectiveness compared to TV advertising.
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04:45Reaching the right audience with the right message and call to action.Strategies for targeting the right audience with personalized messages and clear calls to action.
Quotes
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"The way we do that to be able to create a personalized space is we rely on the development as well as the use of many different proprietary models within our data warehouse." - Su Li Rivera
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"Marketing five, 10 years ago was very much around squeezing and optimizing and targeting in 18 different variables to get to the one person that you think would be interested in your product." - Su Li Rivera
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"The level of marketing precision where you think your phone is listening to you gets a little creepy." - Su Li Rivera
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“While people come in and enter through one particular merchant, the breadth of our offering, we like to help with that discovery that there's more ways to save.” - Su Li Rivera
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“One of our key principles at a Rakuten Global perspective is speed, speed, speed. That includes not only adoption of new technology, but bringing it to help us execute at a faster clip.” - Su Li Rivera
- Part 1Rakuten’s business model – size, scope & mission
- Part 2 Using data to drive personalization
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Part 1Rakuten’s business model – size, scope & mission
Founder and Fractional CMO of Craft Marketing Architects, Su Li Rivera, SVP of Marketing at Rakuten Rewards, discusses Rakuten's business model, size, scope, and mission. Rakuten, since its founding in 1997, has been instrumental in shaping the online shopping experience, offering Cash Back, deals, and shopping rewards to its 17 million U.S. members who have earned over $4.6 billion in Cash Back. Su Li Rivera delves into how understanding your brand differentiators is crucial for success in marketing.
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Part 2Using data to drive personalization
Su Li Rivera, SVP of Marketing at Rakuten Rewards, delves into the power of data-driven personalization strategies in the e-commerce landscape. Discover how Rakuten, a pioneer in online shopping rewards, leverages data to enhance customer experiences and drive engagement.
