Session Title: Recognizing Heterogeneity: Impacts on Customer Acquisition
Session Description:The Traditional marketing playbooks tend to average all clients and prospects into a unified persona that often does not exist. Recognizing and managing heterogeneity among clients strengthens existing relationships and delivers a better more diverse experience. Leveraging heterogeneity also leads to better outcomes in acquiring new customers. Real-world examples will stem from his experiences at Etsy, Inc. and Wealthfront, Inc.