data activation

How to Activate High-Value Customers Leveraging Natural Language Processing and Machine Learning

Every marketer understands the undisputed value of their first-party data.

Winnie Shen
Winnie Shen

The challenge comes when we need to grow beyond our existing CRM data and enrich audiences with behavioral signals that provide us with insights into our customers. This webinar will talk marketers through a case study on how to use natural language processing to understand content itself and machine learning to identify, activate, reactivate and build brand awareness.

Key Takeaways
  • Utilizing deterministic rather than probabilistic methodologies to understand identity and intent
  • Collecting and analyzing customer behavioral signals and what they mean
  • The importance of using environmental, transactional and behavioral data to understand unique customer identities

Hosted by Growth Marketing Conference & Business 2 Community Presented by Winnie Shen, Director of Data Operations at Zeta Global.

Winnie Shen is a 9-year veteran of the company and instrumental leader in establishing and growing Zeta’s world-leading permissioned Data Management Division. Winnie recently joined the Data Cloud Division where she now leads business enablement, connecting brands to customers across digital channels. She earned her MBA with Distinction from New York University with specializations in Data Analytics, Management, and Marketing.


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