Our customers are the ones who inspire us to work harder every day. We love learning about the amazing things they do with Amperity and we love sharing it with you. That’s why we’re back with another spotlight on one of our power users who applies the force of customer data to their company to make magic happen.
Shannon in three:
- Personalization Lead at DICK’s Sporting Goods since August 2020
- Favorite thing about Amperity is how easy the tools are to use, especially VSE and SQL
- Uses Amperity to create customer segments and personalize messaging
What are you responsible for as a Personalization Lead?
My team is responsible for the enterprise personalization strategy and enablement across DICK’s Sporting Goods, and we work across and support a number of teams within Marketing and eCommerce. We also work very closely with our Technology and Data & Analytics teams.
Our team wears many hats. We are project managers, consultants, and subject matter experts in our customer data and audiences. We regularly work with data within the Amperity both validating and creating models and segments.
We’re bringing DICK’s Sporting Goods customer data to life by first focusing on our audiences, customer segments, and customer journeys. Once we have more capabilities in place, we’ll be able to focus on 1:1 messaging, informed by the better ID resolution we get from Amperity. Currently, we’re implementing Adobe Campaign and Journey Orchestration along with a content management tool — Amperity is directly connected to them and will be driving the programs when we’re live.
Has your use of Amperity changed how you get work done?
We spend a lot of our time with the data, gaining insights about our customers, creating segments, and using attributes to personalize messaging. Before Amperity, we spent much more time doing this work and we had to work around data quality issues. Our legacy merge process was also rule-based and led to us merging family members. Now, we have the ability to separate family members, leading us to a larger customer audience than we had previously (without spending any acquisition budget!). We also uncovered 100k more gold-tier loyalty members after updating our Amperity data model.