2021 CX Imperatives: How to Make Data Transformation Your Foundation | Sponsored Content | Tech-Talk Webinar | On-Demand

Presented by Merkle

Click here to see the presentation slides.

The events of 2020 caused significant changes in consumers’ digital needs and behaviors. More personalized experiences are in higher demand. The customer identity and data landscape is dramatically changing, and regulations are becoming more strict.

According to Merkle, nearly 75% of executives said they plan to increase investment in tech to account for rising data restrictions.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle's Matthew Mobley, CTO, Erin Hutchinson, global chief marketing and communications officer, and Gaelyn Almeida, senior director, technology strategy, along with Universal Parks & Resorts’ Leah van Zelm, vice president, analytics and targeting, integrated media and digital, for this Tech-Talk Webinar. They discussed how marketers can get to the heart of CX with a real-time and privacy-safe approach.

Watch this webinar and learn how to:

  • Navigate the first-party data landscape
  • Pivot strategies for the acquisition, management, and mining of valuable data
  • Adapt with the cloud, AI, and machine learning


Matthew Mobley is CTO at Merkle. Matthew leads Merkle’s Enterprise Technology Group and has 20 years of IT experience with 16 years focused on martech. He helps clients evolve and improve their marketing efforts around multi-channel customer relationship management. Matthew also has specific experience from traditional data warehousing to big data management and from analysis to channel execution. Prior to Merkle, Matthew was a senior executive with other leading marketing service providers across financial services, retail, telecommunications, travel, and entertainment.

Erin Hutchinson is global chief marketing and communications officer at Merkle. A 19-year marketing vet, Erin develops brand marketing strategies that create better user experiences, extends marketing thought leadership across media and channels, drives awareness, and ultimately connects consumers with brands. During her time at Merkle, she has supported the company’s annual double-digit growth to more than $1.0 billion in annual revenue.

Gaelyn Almeida is senior director, technology strategy at Merkle. Gaelyn specializes in advising top US brands on how to use data, analytics, and technology to transform their CX across channels. She helps customers navigate the complexities of digital marketing, providing them with detailed recommendations, actionable roadmaps, and agile implementation plans. Before Merkle, Gaelyn worked at Wellington Management, State Street Bank, and Oracle.

Leah van Zelm is vice president, analytics and targeting, integrated media and digital at Universal Parks & Resorts. Leah joined in 2018 to lead analytics and targeting in a newly created role reporting to the company’s global chief digital officer. She’s responsible for data, analytics, orchestration and measurement to personalize customer interactions and optimize investment throughout the guest decision journey. Leah has also worked at Merkle, Charter Communications, and Accenture.

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