Building marketing campaigns from customer relationship data

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  Part 1Building marketing campaigns from customer relationship data

  93% of marketers believe first-party data is more critical than ever for organizations. Eddie Patzsch, VP of Revenue at Optimove, has transformed relationship data into revenue-driving campaigns for enterprise brands like Sephora and FanDuel, delivering measurable incremental revenue through AI-powered personalization at scale. The discussion covers zero-party data collection through gamification strategies, deterministic versus probabilistic customer matching frameworks, and AI-powered self-optimizing journey orchestration that prioritizes communications across millions of customer touchpoints.

• Part 2Will first-party customer data become the most valuable marketing asset by 2025?

  Zero-party customer data collection remains critically underutilized across enterprise marketing teams. Eddie Patzsch, marketing strategist at Optimove, demonstrates how gamification platforms can capture customer preferences and behavioral insights that drive measurable engagement improvements. The discussion covers implementing self-serve gamification tools for email and website zero-party data collection, executive buy-in strategies for data collection initiatives, and scaling beyond traditional first-party data limitations through intentional customer preference gathering frameworks.

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• Part 3One major shift in data-driven marketing campaigns in five years

  Product and marketing teams will merge performance ownership within five years. Eddie Patzsch from Optimove predicts this transformation as AI reduces organizational silos and product-led growth demands tighter integration between customer acquisition and product experience. The discussion covers how zero-party data collection requires cross-functional collaboration between marketing and product teams for effective implementation. Patzsch outlines the strategic shift from historically strained product-marketing relationships toward unified performance accountability in enterprise B2B organizations.

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• Part 4Invest in better data integration vs advanced content personalization

  Marketing teams waste 73% of their budget on misdirected campaigns. Eddie Patzsch, marketing strategist at Optimove, explains why data integration outperforms content personalization when resources are limited and shares insights from working with enterprise CMOs who prioritize technical foundations over creative campaigns. The discussion covers frameworks for shifting from perception-based to data-driven marketing decisions and strategies for building technical marketing leadership that drives measurable ROI through accurate audience targeting.

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• Part 5One word that describes the relationship between customer data and marketing campaign success

  Customer data and marketing campaigns form an inseparable "power couple" driving modern growth strategies. Eddie Patzsch from Optimove explains how winning brands are shifting from traditional channel-based budget allocation to customer-centric investment strategies that prioritize long-term infrastructure over short-term returns. The discussion covers zero-party data deployment frameworks, customer enrichment methodologies, and the strategic transition from batch-and-blast approaches to operationalized customer intelligence systems that sustain competitive advantage.

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• Part 6Game plan for convincing technical leadership to invest more in customer data integrations

  Customer data integration challenges cost enterprises millions in missed revenue opportunities annually. Eddie Patzsch, marketing strategist at Optimove, shares proven frameworks for securing technical leadership buy-in for customer data infrastructure investments. The discussion covers quantifying business impact through cost-of-inaction modeling, positioning data integration as an efficiency multiplier that reduces ad hoc technical requests, and leveraging AI readiness initiatives to align marketing data needs with existing technical priorities.

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