Data & Customer Experience Make the Greatest IMPACT on Marketing

Alterian CSO Jeff Hassemer Speaks at IMPACT17 Conference

I recently attended the IMPACT17 conference from the Internet Marketing Association (IMA). It was a great day at a fantastic venue in Las Vegas.


The day started with a stirring speech from Sue Rebar, Founder and President of Welcome Home Troops, who reminded the room of the tremendous sacrifice and stress that our troops have undergone during the post-9/11 era. She is planning a memorial of those who fought and died in these wars protecting our freedom and the designs were stunning. It is well worth checking out her site and potentially donating to the cause.

Data-Driven or Bust

Andrea Ward, CMO of Magento Commerce, talked about data-driven marketing. She highlighted the fact that her highest performing customers continually use data to drive performance in their eCommerce site. Her presentation showed that marketers who lead with a data-driven understanding of their customers outperform their peers 2:1. Her talk left us with three solid reminders:

  • Being a top performer means outsized returns and opportunities
  • Top performers are using data driven marketing to make smarter growth decisions
  • Data is the key to unlocking value within your customer base.

Customer Experience

The CMO Rockstar panel came next. It truly was a rockstar crew on stage and they highlighted the fact that marketing needs to work to break down silos within the organization and take control of the customer experience across all channels—this means the customer service experience as well as the marketing channels. Marketing needs to own the entire customer lifecycle and is, at the very least, a stakeholder in all customer communications. This is as true in B2B as it is in B2C.

The panel that I was fortunate enough to speak on focused in on creating a global customer experience. My fellow panelists, Michelle Frank from HARMAN International and Michael Aburas from MGM Resorts International, were fantastic. Michelle runs a global marketing organization with very specific and intense regional requirements. She is a marketing badass who is putting HARMAN on the map and building a killer brand. Michael is pushing the boundaries of pulling together a customer experience from acquisition to visit that uses data to create a seamless experience while not being “creepy” (his words). I focused in on how to centralize marketing decisioning to create a consistent and coordinated customer experience and highlight the massive ROI that marketers get from performing this action.

All in all, IMPACT17 was a great day and I am looking forward to being more active in the IMA. Thanks to all of the connections made during the sessions, I look forward to staying in touch.

Jeff Hassemer, Chief Strategy Officer

Jeff is a global product marketing executive known for his thought leadership and notable product achievements in the areas of customer experience, marketing technology, and advertising technology solutions. As CSO for Alterian, he oversees marketing and sales to effectively position and sell our Adaptive Customer Experience platform. His 20 years of experience in the industry and passion for teaching others make Jeff a strong and knowledgeable leader. 

In his spare time, you can probably find Jeff at one of his kids’ many sporting events. From ice hockey, to fastpitch softball, to golf, and more, he and his family love sports so much he and his wife even have their own sporting goods franchise! Based in Denver, Jeff loves spending time out in the Colorado wilderness and going golfing. 

Why do you do what you do?

“I love the challenge. Marketing is by far the hardest discipline in business and nothing drives me more than being able to help a client achieve a stellar result. I have been known to shed a tear when a client tells me that we produced a multi-million dollar result for them.”