Digital marketing and social media are quickly replacing traditional advertising as the dominant marketing channel. Consumers now determine When, Where and How to interact with a brand and these interactions are increasingly via the digitally-enabled channels. This shift requires major changes in the way direct marketers segment their audience and personalized their marketing.

This talk will highlight examples that leverage complex data mining, "personality-based" segmentation and rules-based content management systems (CMS) to create highly relevant and deeply personalized consumer experiences. Examples of P:URL's or individually Personalized URLs will show how leading brands like Botox and leading institutions like Cincinnati Children's Hospital are delivering on the promise of personalized, digitally-enabled 1-to-1 consumer experiences. Best practices from the automotive and retail sectors will also be discussed.