foreword
I still remember it like it was yesterday—the President of our Greater China business called a meeting with me, the SVP of the Beauty business unit, and Marketing and Finance leaders. Something different was happening in the category . . . we had started growing double digits in the last three months after several years of decline in a row. “There isn’t a new product launch, a new TV ad, or a major new promotion. What is going on?” he asked. We all nodded in the meeting, agreeing that this turnaround was related to how we started using customer data and 1-to-1 marketing, with personalized product recommendations and engaging content tailored to consumers’ beauty needs.
I have pioneered three generations of digital marketing and media stacks in my career, and the most challenging part was often stitching people, processes, data, and technology components into a holistic strategy and leading the change with strong execution for exceptional results. This book brings together all the parts of the puzzle in a holistic and easy-to-follow way, providing technology, marketing, and e-commerce leaders with a comprehensive guide for their journey to create superior 360 customer experiences and value, using technology, data, and AI.