How Personal Is Too Personal? When Marketing Knows Too Much

This event occurred on Thu, Jun 12, 2025

During Salesforce Connections 2025, attendees had the opportunity to learn from a compelling session featuring Liz Nelson, Director of CRM & Personalization at Wingstop, and Niki Adams, VP of Solution Engineering at Bounteous. The session focused on the nuances of data-driven marketing and personalization.

The conversation explored the delicate balance required to ensure that personalization remains meaningful and respectful. With the power of platforms like Agent Force and Data Cloud offering one-to-one personalization capabilities, the speakers emphasized the importance of avoiding the "creepy" factor in marketing efforts.

Core Topics Discussed:

Understanding the "Creepy Line": The session addressed the crucial question of what customer data should be shared and what should remain private. It was an enlightening discussion on how to protect customer privacy while still providing a personalized experience.

Dynamic Content in Action: Liz and Niki demonstrated actionable strategies to utilize dynamic content without overwhelming users, ensuring that personalization enhances rather than detracts from the customer experience.

True Meaning of Personalization: Moving beyond basic personalization tactics, such as inserting a customer's name in a message, the speakers highlighted deeper levels of personalization. They discussed the significance of understanding customer context and needs.

Personalization Tiers: The session provided practical examples of personalization, categorized into tiers: transactional, derived, and contextual. These examples illustrated how companies can gradually build personalized experiences that are meaningful at every customer touchpoint.

The session was a valuable opportunity for marketers to understand how to leverage data intelligently and responsibly, ensuring that personalization is both effective and respectful of customer boundaries. Attendees left with actionable insights to apply in their own marketing strategies.