Jennifer Polk

Jennifer Polk

VP Analyst
Jennifer Polk delivers research and advise on personalization, digital commerce and multichannel marketing, specifically strategies, best practices and tools to deliver personalized interactions that improve business results.
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Tuesday, December 01, 2020 10:30 AM|Tuesday, December 01, 2020 11:15 AM
Signature Series: Gartner 2020 Top Trends and Marketing Predictions

The future promises new insights and advancements in targeting and personalization. Yet, consumers’ tenuous trust in brands and weariness of data misuse threaten to undermine machine-driven intelligence. At the same time, social and environmental issues are gaining mindshare among consumers and shifting expectations of how corporations and brand should respond.

In this session, you'll learn:
● What are the top trends influencing consumer behavior
● What are the key drivers impacting the future of marketing
● How should you brace your brand and prepare for both

Wednesday, December 02, 2020 08:45 AM|Wednesday, December 02, 2020 09:30 AM
How Leading Consumer Brands Use Personalization to Deliver Growth

Revenue is a key success metric for personalization. Despite marketers' investment in personalization, their efforts routinely fall short of this goal, focusing instead on marketing channel and campaign performance. In this session, you'll learn:
● How to align your personalization strategy to growth objectives
● Best practices for choosing personalization tactics that deliver growth
● Examples of growth-oriented personalization tactics from best-in-class brands

Wednesday, December 02, 2020 11:30 AM|Wednesday, December 02, 2020 11:50 AM
Magic Quadrant for Personalization Engines

Gartner’s 2019 Magic Quadrant for personalization engines profiles leading providers and illustrates the evolution of one of the most in-demand marketing technologies.
In this session, you’ll learn:
● Who are the leading providers in the personalization engine market and why?
● What capabilities and characteristics to seek in a personalization engine vendor?
● How the market for personalization tools is evolving and converging and the implications?

Thursday, December 03, 2020 09:45 AM|Thursday, December 03, 2020 10:30 AM
Ask the Expert: Master and Measure Marketing That Drives Digital Growth

E-commerce is over 10% of marketers' budget, but much of that spend is wasted if marketers can't measure its impact on top and bottom line growth. Gartner's Hierarchy of Digital Commerce Metrics shows the link between strategic business goals and tactical execution to ensure spend and effort to drive digital growth.

In this session, you'll learn:
● Which marketing metrics to use to track your impact on digital growth
● How to connect digital growth to marketing strategy, operations and tactics
● How to use the hierarchy of metrics to communicate, evaluate and optimize results

Meet the experts face to face.