Leah van Zelm joined Orlando-based Universal Parks & Resorts in 2018 to lead Analytics & Targeting in a newly created role reporting to the company’s global Chief Digital Officer. In this role, Leah’s responsible for data, analytics, orchestration and measurement to personalize customer interactions and optimize Universal investment throughout the guest decision journey.
Prior to joining Universal, Leah held roles at Merkle Inc, Charter Communications, and Accenture’s CRM Service Line.
Leah's Articles, Blog Posts, Webinars and More
What to Consider When Selecting a People-based Marketing Partner
Implementing people-based, marketing (PBM) requires a combination of business integration services providers, solution providers, and agencies/marketing services providers.
Topics:
Customer Strategy
Research Supports a Shift to Customer Centricity for Companies to Increase Market Share
Brands are continuing to focus on customer centricity and the strategies to gain share in the market. Whether it is organizing data around customers, anticipating the customer journey, or implementing addressability at scale, putting the customer first is an integral function for future growth.
Topics:
Customer Strategy
How to Maximize Lifetime Value through People-Based Marketing
PBM is a necessity for companies that want to execute the full potential of CRM in the digital age – integrating more data, drawing deeper insights, and delivering increasingly complex customer journeys across channels.
Topics:
Customer Strategy
Use of Segmentation for Financial Marketers
Segmentation involves aggregating consumers into groups that will make decisions and react to marketing stimuli similarly, which can help bolster the planning and execution of addressable experiences.
Topics:
Financial Services
Use of Segmentation for Financial Marketers
This webinar covers how motivational and life stage insights can enable brands to truly understand what motivates their customers so they can drive the most relevant customer experiences.
The Neuroanalytics of Marketing
View an on-demand version of this webinar where our speakers share how to apply Means-End Theory to quantify both rational and emotional consumer decisioning factors.
Topics:
Customer Strategy
Personalized Health Marketing
Our on-demand webinar series is designed to discuss the importance of delivering personalized customer experiences and best practices for executing on this strategy.
Topics:
Health & Wellness
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Health Insurance
Addressable Customer Experience On-Demand Webinar Series
This four-part on-demand webinar series, which is geared toward travel, media and entertainment marketers, discusses the importance of delivering addressable customer experiences and best practices for executing on this strategy. These webinars will be released through January and February.
Topics:
Travel & Hospitality
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Media & Entertainment
