Marketing leaders will learn about the framework leading enterprises and fast-growing startups use to combine user research and real-time user data to drive growth and improve user experience. Using real-world case studies, we’ll demonstrate how this approach can transform marketing strategy.

In this session, I’ll share how we pivoted from relying on outdated personas to adopting a more dynamic approach that combines user research and real-time user data to understand customers better. This session will share actionable insights and real-world case studies illustrating how brands successfully implement our approach to understand their customers, leading to better campaigns and more growth. 

After this session, you’ll be able to:

• Understand the problem with personas and why they will not make you a better marketer. 
• Learn a new approach to customer research that reveals deeper and actionable insights about your audience.
• Apply practical steps to validate the new customer insights and measure your approach's impact to ensure continuous improvement.