Know Your Customer (KYC) and Brand Differentiation for CMOs

What is KYC and why is it important in the retail world? What strategies can CMOs employ to transform their brands?In this episode, Erik Lautier, former CMO of Francesca's and CDO of Bebe's discusses why is it important to connect the online and the offline worlds, how to invest in social commerce, how to use promotions for growth while preserving brand authenticity, why customer personas and personalization matters and how to think about attribution and return on ad spend (ROAS) with regards to marketing budgets and ROI.About the Speakers:Erik Lautier is a twenty year veteran of ecommerce and marketing, having held roles of increasing responsibility at a number of retailers, including Lacoste, Bebe, where he served as EVP and Chief Digital Officer, and Francesca's, where he served as EVP Ecommerce and Chief Marketing Officer. He now runs Erik & Co, an ecommerce and marketing consultancy serving retailers and direct to consumer brands.Nimay is VP of Product and Growth at Jivox, the leader in personalized commerce marketing. He is responsible for leading Jivox's commerce product initiatives and growth. He has over 15 years of experience in cloud, ML and IoT based technologies. He is a TED speaker, White House Presidential Innovation Fellow admit, NASA based Singularity University graduate and MBA from INSEAD.