The world of customer cookies is ending, which means that marketers will need to rely on their own data to segment and engage. Data can vastly improve the quality and relevance of customer communications when it is used correctly, but too much information can make implementation cumbersome. Birthdays? Transactions? Search history? What kind of data should you capture and use? In this session you'll see what others are doing, learn how to mine your customers (and their data) for information, and plan campaigns that make an impact with that data.