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Track: Marketing Analytics

Analytics in Personalized Marketing

Wednesday, April 14, 10-10:40am EDT

In the era of the big data, companies now have access to an amount and variety of data that they didn’t dream of having even a decade ago. With this new enabler of customer tailored marketing, personalization is the fastest growing topic and a top priority on CMO agendas across sectors. However, while more and more companies are realizing the value of customer level data and making heavy investments ramping up the database of customer behavioral and attribute data, many of them do not have clear understanding of what analytics can be performed with the newly incorporated enriched data to enable which type of use cases. In this presentation we connect the personalized customer journey to analytics driven personalization use cases in the areas of customer acquisition, on boarding, engaging along the loyalty tiers and churn reduction. We also review the library of marketing models and algorithms relevant in different layers of personalization analytics, customer segmentation, journey analytics, propensities and offer optimization. The goal of this presentation is to give the audience a comprehensive view of analytics used in personalization marketing and to enable practitioners to realize the full potential of big data in the personalization space by optimizing use cases along each step of the customer journey.

Seonah Lee image

Seonah Lee

Seonah Lee

Expert Data Scientist at McKinsey & Company

Seonah Lee is an Expert Data Scientist with McKinsey’s Marketing and Sale practice. Since joining McKinsey, Seonah has delivered analytical insights and solutions across various industries. Her expertise lies in marketing analytics and optimization with applications in pricing & promotions, demand forecasting, sales analytics, personalization analytics and more.

Prior to joining McKinsey, Seonah served as Director of Operations Research at Revenue Analytics. Her work with multinational clients such as Intercontinental Hotels Group and The Coca Cola Company has been published and presented in widely recognized conferences. She has also worked for Korea Telecom and Delta Airlines in marketing research and revenue management.

Seonah has a Ph.D. in Operations Research from Georgia Institute of Technology and a master’s degree in Engineering from Massachusetts Institute of Technology.