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Senior Vice President, Digital Marketing, Dell
Delivering custom experiences to buyers across channels in a relevant way is a pillar of Dell’s digital transformation efforts. As senior vice president of digital marketing, Todd Forsythe spoke with eMarketer’s Jillian Ryan about Dell’s three-year mission to create personalization across all customer touchpoints. Doing so is requiring the company to build a new infrastructure with machine learning and big data, while also relying on new skillsets and employee education.
eMarketer: What is Dell’s vision for personalization?
Todd Forsythe: We’re on a three-year journey right now, and there’s a complete infrastructure stack that we’re building out. Ultimately our goal is to deliver one-to-one personalized content across channels and devices through a big data environment with a machine learning predictive engine, which looks at behavioral data, purchase data and web behavioral data—both onsite and offsite. The goal is to predict the next likely action of a buyer and deliver content dynamically to fit that need, in real time.