We will walk through the evolution of an example workflow, from real-time audience creation in Segment to defining enrollment triggers in Iterable, plus tips on how to bring this data into your BI tools to measure the overall impact on metrics such as retention and lifetime value. You’ll leave this session with the ability to: -Build real-time audiences based on website activity, user data, and purchase history. -Use these audiences to trigger relevant and personalized campaigns or workflows. -Measure the long-term impact of these campaigns on metrics such as retention and lifetime value. Session sponsored by Segment.